The new multi-year partnership between Diageo Ireland and Live Nation Ireland/MCD will bring the Guinness experience to fans at 3Arena, Ireland’s largest indoor venue
Guinness has returned to Dublin’s 3Arena(Image: Andres Poveda Photography Ltd)
Guinness has returned to Dublin’s 3Arena for the first time in 15 years.
The new multi-year partnership between Diageo Ireland and Live Nation Ireland/MCD will bring the Guinness experience to fans at 3Arena, Ireland’s largest indoor venue, and extend its presence across 3Olympia Theatre, Bord Gáis Energy Theatre, Gaiety Theatre, The Academy and The Ambassador Theatre, after more than 15 years and just in time for Christmas.
The partnership will ensure every gig, show, and performance across these venues will be complemented by the Guinness experience. To mark this occasion, Guinness recommissioned a ceremonial Guinness barge, reminiscent of historic journeys, to make its way up the River Liffey from St. James’s Gate to Dublin’s docklands, culminating at the 3Arena.
The last time a Guinness barge made this journey was in 1961. Accompanied by music from contemporary Irish folk group BIIRD, this symbolic journey paid homage to Guinness’s rich Dublin heritage while signalling a new era for Guinness and live entertainment in the capital. The barge’s return was a visual spectacle, as it delivered the first kegs of the iconic stout.
Louise Ryan, Managing Director of Diageo Ireland said: “This partnership with Live Nation Ireland is a deeply significant step in our commitment to celebrating Irish culture and truly enhancing the consumer experience.”
“Live entertainment venues and festivals are amazing third spaces where communities connect to celebrate and create lasting memories. We are committed to embedding our diverse portfolio of brands – from the rich heritage of Guinness to the refreshing innovation of Rockshore – directly into the fabric of these experiences. This partnership will see our brands deeply integrated, ensuring every moment is complemented by choice, and our unwavering commitment to quality’’
Denis Desmond, Chairman Live Nation Ireland & UK added: “We are incredibly proud to welcome Diageo Ireland as our Official Beer, Stout, Cider, and Non-Alcoholic Beer Partner across our entire portfolio.
“Diageo’s iconic brands are synonymous with quality and celebration, perfectly complementing the energy and creativity of our events and artists, aligning seamlessly with our mission to create safe, inclusive, and unforgettable moments for fans across Ireland. We look forward to many years of successful collaboration.”
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