Guinness suggests: a perfect plan is the ideal way to celebrate this St. Patrick's Day



    TORONTO, March 6 /CNW/ - This March 17th, everyone at Guinness is
encouraging Canadians to be prepared to party with a weekend long celebration
of good friends, Irish fare and of course a pint of Guinness - the official
beer of St. Patrick's Day.
    With St. Patrick's Day landing on a Monday this year, it's a great excuse
to make a long weekend out of the celebration. But while we all wish to party
as if we were Dubliners, it is important to plan properly and make sure
everyone gets home safely. Perhaps an old Irish Proverb says it best - "Before
you call for one for the road, be sure you know the road".
    This year Guinness is reminding everyone that good hosts and guests alike
should know the importance of celebrating the occasion responsibly. "We urge
everyone to be 'prepared to party' this St. Patrick's Day," says John Kennedy,
President, Diageo Canada. "That means enjoying themselves responsibly and
calling a taxi or taking public transit when it's time to go home."
    This year, Guinness is pleased to be partnering with Pound TAXI(R) to
ensure safe, fun celebrations for St. Patrick's Day revelers. Guinness will be
distributing 2,500 taxi coupons to select bars in Ontario and promoting the
Pound TAXI mobile phone service on all of its in-bar promotional materials
across Canada to further reinforce their commitment to responsible drinking.
By simply dialing the pound sign followed by TAXI (the pound sign followed by
8294) on any cell phone, callers can avoid busy signals and easily connect to
the next available taxicab company in their area or their preferred cab
company. The Pound TAXI program is available to all consumers nationally.
    With the correct plans in place to ensure everyone has a great time you
can then turn your attention to the main events - Great Irish food and beer.
    "A pint of Guinness has all the right characteristics to really bring out
the best in flavourful, tasty foods," says Ruairi Twomey, Marketing Director,
Diageo Canada. "It has a similar effect on good friends when they gather
together to raise a glass in celebration of St. Patrick's Day."
    In fact, many popular dishes for a proper St. Paddy's meal use Guinness
as a key ingredient. Some well-know favourites include Guinness Barley Broth,
Beef & Guinness Stew and Crispy Guinness Battered Cod. A full menu of recipes
for a fantastic St. Patrick's Day meal can be found at
www.guinness.com/ie_en/FoodandDrink.
    "The food is only part of the essential ingredients for a true St.
Patrick's Day celebration," adds Twomey. "The other is gathering with good
friends to enjoy that magic mix of conversation, celebration and fun that the
Irish refer to as "The Craic" (pronounced 'crack')."
    Hosting friends and family a few days before, or on St. Paddy's Day prior
to hitting the local Irish pub can be easy with a few tasty Irish recipes and
a well-stocked supply of Guinness. But don't stop there. Be sure to add a few
other Irish favourites with the "Irish Beer Collection" - featuring cans of
Guinness, Harp Premium lager, Kilkenny Cream Ale and Smithwick's Irish ale,
all in one convenient package available for a limited time at your local
liquor and Beer store.

    About Diageo:

    Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with
an outstanding collection of beverage alcohol brands across spirits, wine and
beer. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys,
Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling
Vineyards wines.
    Diageo is a global company, trading in some 180 countries around the
world. The company is listed on both the New York Stock Exchange (DEO) and the
London Stock Exchange (DGE). For more information about Diageo, its people,
brands, and performance, visit us at www.diageo.com.
    Celebrating life, every day, everywhere, responsibly.

    For further information or recipes and images please visit:

    Site: ftp.veritascanada.com
    Username: March17
    Password: Guinness1

    For more information on Pound TAXI visit www.cellwand.com.





For further information:

For further information: Brenna Flynn, or Karen Cleveland, Veritas
Communications, flynn@veritascanada.com; cleveland@veritascanada.com, (416)
482-2248; Alanna Stone, Diageo Canada, (416) 626-2000 x 6662,
alanna.stone@diageo.com


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