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Rugby Canada – Rugby Canada visits the home of GUINNESS ahead of 2016 GUINNESS Series Opening Test Match

DUBLIN, Ireland, November 9, 2016 – GUINNESS celebrated its passion and commitment for rugby alongside Rugby Canada at the home of the iconic ‘black stuff’ / black and white beer at the St. James’s Gate Brewery in Dublin, Ireland, sharing its infectious passion for brewing excellence, 257-year-old heritage and new innovations that continue to shape its future.  

The exclusive engagement takes place ahead of Saturday, November 12th, when Canada’s senior national men’s rugby team faces off against Ireland at Dublin’s Aviva Stadium during the 2016 GUINNESS Series opening test match – a natural synergy between GUINNESS and Rugby Canada, where the sport resonates with millions in Ireland; the home of GUINNESS.

Joined by Ambassador Kevin Vickers, Canada’s ambassador to Ireland, Rugby Canada experienced an immersive journey behind the gates, through the GUINNESS STOREHOUSE, Brewhouse 4 and The Open Gate Brewery, home to GUINNESS innovation, experimentation and the recently launched, GUINNESS Hop House 13 Lager. Additionally, to mark the first leg of Rugby Canada’s international tour, GUINNESS presented each member of the team with a customized, limited edition passport holder – engraved with the iconic GUINNESS harp and personalized with their initials.  

“As the Official Beer of Rugby Canada, GUINNESS understands the importance of supporting and driving the growth and interest of rugby nationally,” said Geoff Kosar, Marketing Director, Canada, Diageo. “Rugby has strong Irish roots, making it a great opportunity for GUINNESS to join Rugby Canada in Ireland to engage new and existing fans across Canada and abroad.”

As part of its long-term partnership with Rugby Canada, announced in 2015, GUINNESS has been a supporter of the organization, focusing on the senior national men’s and women’s fifteens and sevens teams. GUINNESS has a long-standing history in rugby as a title sponsor of the PRO12 league in Europe. Currently, GUINNESS is a sponsor of the Irish, Welsh and English rugby unions and is the “Official Beer of the RBS Six Nations.”

“Our partnership with GUINNESS showcases the continued dedication to growing the sport of rugby on and off the field,” said Mark Lemmon, Chief Marketing Officer, Rugby Canada. “We’re delighted to be in Ireland – the home of GUINNESS – for this momentous occasion as we celebrate rugby at home and abroad.” 

The upcoming test match on November 12th, which kicks off at 7:15 p.m. GMT and broadcast on CBC Sports, will mark the third time Canada has visited Ireland, having previously played at the old Lansdowne Road in 1997 and at Thomond Park Stadium in 2008.

Please enjoy GUINNESS responsibly.


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

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc 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 Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice. 

Celebrating life, every day, everywhere.

About Rugby Canada

Rugby Canada is the national governing body of the sport of rugby union in Canada. Rugby Football has a long history in Canada dating back to its initial appearance in the 1860s. Since 1974, Rugby Canada has been a permanent fixture on the global rugby scene, including trips to each of the eight Men’s Rugby World Cups and seven Women’s Rugby World Cups. As a regular on the Men’s and Women’s HSBC World Rugby Sevens Series, Canada continues to climb the world rankings and challenge the dominant rugby nations in both versions of the game. Canada’s Women’s Rugby Sevens Team also made history in 2016, capturing the first-ever Bronze Medal at the Summer Olympic Games in Rio de Janeiro.

To support the growth of rugby at the grass-roots level and to ensure there are elite programs for prospering young rugby players to become involved with, Rugby Canada has put an emphasis on developing its junior programs. Our goal is to develop and train competitive teams for the 2017 Women’s Rugby World Cup in Ireland, the 2018 Sevens World Cup in San Francisco, the 2019 Men’s Rugby World Cup in Japan and 2020 Summer Olympic Games in Tokyo.

Chris Dionne | Account Manager | North Strategic

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