Diageo - Guinness USA Is Raising The Bar - And More Funds - For Local Firefighters

Diageo - Guinness USA Is Raising The Bar - And More Funds - For Local Firefighters

Brewers of Iconic Stout Team Up with Country Music Superstar Brad Paisley to Release a Limited-Edition

Firefighter-Inspired T-Shirt to Support the Brand's Fundraising Initiative

NORWALK, Conn., Feb. 19, 2015 /PRNewswire/ -- Diageo - Guinness USA continues its quest to support local firefighters across the country by trying to raise $1 million by St. Patrick's Day 2015. In year three of its partnership with The Leary Firefighters Foundation (LFF), the Guinness brand ups the ante with its fundraising initiative by releasing a series of limited-edition, firefighter inspired t-shirts, one of which is designed in collaboration with country music superstar Brad Paisley, as a tribute to firefighters everywhere.

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The Guinness St. Patrick's Day initiative is to inspire bolder choices and celebrate those of great character and heroism who want to be and do more - qualities firefighters showcase each and every day. Throughout this year's initiative, Guinness has also been raising a pint responsibly with local community events in honor of those who make great contributions to their communities - such as community leaders, military personnel, EMS workers, and of course, firefighters.

Patrons of legal drinking age are invited to celebrate National Raise Your Glass Day on Thursday, Feb. 26, by sharing a photo of their Guinness pint on Twitter, tagging @GuinnessUS, or post it on the Guinness US Facebook page. In addition to the Guinness iconic stout, Guinness® Blonde(TM) American Lager is perfect for those who prefer a lager but still want to raise a pint of Guinness for a good cause. For each photo posted, Guinness will donate $1 (up to $100,000) towards its fundraising effort in support of firefighters. From servicemen to firefighters to local volunteers, everyone has the potential to do more.

"Last year, we raised more than half a million dollars for The Leary Firefighters Foundation, and we're looking to raise the bar and even more money this year by St. Patrick's Day. We would love to see this year's amount reach $1 million," said Guinness Brand Director Emma Giles. "Firefighters personify the Made of More spirit through their selfless and heroic actions and do so without the expectation of anything in return. These brave men and women carry on the same enduring character that Arthur Guinness instilled in our brand more than 250 years ago, and it should come as no surprise that the Guinness brand remains committed to recognizing and supporting these individuals this St. Patrick's Day season."

This year, the Guinness brand is also teaming up with Paisley to add his own spin to one of the firefighter-inspired t-shirts available for purchase with all net proceeds benefiting The LFF. Paisley comes from a family of firefighters including his father and brother-in-law who have loyally served their communities. With strong roots in the firefighter community and a long history of supporting these men and women, Paisley makes a perfect addition to the Guinness brand's St. Patrick's Day 2015 fundraising initiative.

"My father was a volunteer firefighter and showed me at an early age the sacrifices made every day by firefighters and how important what they do is to their communities," said Paisley, who offered artistic input on one t-shirt's design. "I'm so excited to be a part of the Guinness initiative knowing their work with The LFF has such an impact on the safety, effectiveness and overall lives of firefighters."

From now until St. Patrick's Day, t-shirts will be available for a $20 donation amount through more than 1,700 in-bar events held across the country and at GuinnessGivesBack.com - the online hub for all philanthropic efforts surrounding the Guinness brand's commitment to local firefighters. All net proceeds raised will go towards The LFF to provide the much needed funding and resources for fire departments nationwide to receive equipment, technology and training necessary for the continued health and well-being of firefighters.

"We're thrilled to be partnering with Guinness for the third consecutive year to support local firefighters across the country," said Denis Leary, founder of The Leary Firefighters Foundation. "The Guinness brand's commitment to honoring these men and women who go above and beyond to help their communities has been fantastic. With the help of partners like Guinness, the LFF has been able to implement initiatives such as a First Responder leadership development program for fire departments in Boston, New York and Worcester, MA as well as donating more than $260,000 worth of fire and safety equipment to the Detroit Fire Department. We look forward to accomplishing even more this year."

To learn more about National Raise Your Glass Day and the Guinness brand's dedication to firefighters, make a donation, or to purchase a limited-edition t-shirt, visit GuinnessGivesBack.com.

Guinness reminds everyone raising a glass in support of firefighters and all of the men and women who do more for our communities every day, to please do so responsibly.

About Guinness(®
)The Guinness(®) brand enjoys a global reputation as a uniquely authentic beer and the best-selling stout in the world. Famous for its dark color, creamy head and unique surge and settle, this distinctive beer originated at the St. James's Gate brewery in Dublin, Ireland. Over 10 million glasses of Guinness beer are enjoyed every single day around the world, and 1.8 billion pints are sold every year. Guinness beer is available in well over 100 countries worldwide and is brewed in almost 50. Additional information about the Guinness brand can be found at www.guinness.com.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

About The Leary Firefighters Foundation
The Leary Firefighters Foundation (LFF) provides funding and resources for fire departments to get the best available equipment, technology and training necessary for the health and safety of firefighters and in turn, the public they serve. Founded in 2000 by actor Denis Leary in response to the 1999 Cold Storage Warehouse fire tragedy in his native Worcester, Massachusetts, LFF has raised more than $10 million for first responders in Worcester, Boston, New York, New Jersey and New Orleans. The Leary Firefighter Foundation is a 501(c)(3) nonprofit organization as designated by the Internal Revenue Code. Please visit us at www.learyfirefighters.org.

Media Contacts:
Jaclyn Sisbarro, Taylor
(212) 714-5734
jsisbarro@taylorstrategy.com

Jim Sias, Diageo
(646) 223-2305
jim.sias@diageo.com




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