IT'S A GOOD TIME FOR A GUINNESS

Guinness is celebrating the St. Patrick's Day holiday all month long with a limited-edition PopUp Bagels collaboration, community givebacks and nationwide festivities

NEW YORK, March 3, 2026 /PRNewswire/ -- Guinness, the fastest-growing beer in bars and restaurants across America, is stretching St. Patrick's Day beyond a single day and into a proper month-long celebration.

This year, Guinness is standing shoulder to shoulder with the bartenders who bring the holiday to life, raising a pint to the craft, the conversation, and the community they pour into every pint. All month long, the brand is backing that spirit with a giveback initiative designed to support and celebrate the hospitality community. Beyond the bar, Guinness is unveiling a limited-edition collaboration with PopUp Bagels, and showing up in the traditions that turn city streets into parades and rivers into ribbons of green.

"St. Patrick's Day is about ritual, pride and community," said Karissa Downer, Director of Guinness in the United States. "It's the one time of year when everyone feels a little bit Irish — and there's no better way to mark the moment than with a Guinness in hand. This March, we're giving people even more reasons to come together, celebrate and raise a pint."

A Limited-Edition Collaboration
This March, Guinness is reuniting with PopUp Bagels to introduce their Guinness Chocolate Stout Cake Schmear, infused with Guinness Draught and inspired by the rich, indulgent flavors of Guinness Chocolate Cake. The limited-edition drop brings one of Guinness' most beloved recipes to the breakfast table, proving it's always a lovely day for a Guinness, even before noon.

Beginning March 12 through March 25, the Guinness schmear will be available at PopUp Bagels locations nationwide, with select shops offering samples of tiny pints of Guinness Draught and Guinness 0.

• Charlotte PopUp Bagels Location (14020 Stream Wy #113, Charlotte, NC 28277): Saturday, March 14 from 10 am - 1 pm
• Boston PopUp Bagels Location (70 Pier 4 Blvd. Suite 330, Boston, MA 02210): Saturday, March 14 from 10 am - 1 pm
• La Jolla PopUp Bagels Location (637 Pearl St. La Jolla, CA, 92037): Saturday, March 14 from 10 am - 1 pm
• Atlanta PopUp Bagels Location (661 Auburn Avenue, NE, STE 130, Atlanta, GA, 30312): Sunday, March 15 from 10 am - 1 pm

For two days only, Guinness is bringing PopUp Bagels to Chicago ahead of the city's most iconic tradition of dyeing the river green! On March 12 & 13, locals can stop by the Guinness Open Gate Brewery to grab fresh bagels and taste the limited-edition collaboration schmear. Keep an eye out for fun giveaways, music and tiny pints of Guinness in line!

Show Your 'Stache. Give Back.
A good pint of Guinness is made possible by the people behind the bar.

Guinness is once again supporting the hospitality industry through the return of the 'Stache for Charity initiative, inspired by the iconic Guinness 'stache -- that unmistakable hint of foam left behind after the first sip. Fans are invited to grow one, draw one, sip one, or throw one on, then post on Facebook or Instagram using #GuinnessGivesBack and tag @GuinnessUS. For every qualifying post shared now through March 31, 2026, Guinness will donate $1 (up to $50,000) to support, educate, and advance friends & partners in the hospitality industry. Because St. Patrick's Day wouldn't be what it is without the bartenders who make it happen.†

Good Times for a Guinness — Coast to Coast
Wherever St. Patrick's Day shows up, Guinness will be there.

Chicago River Dyeing
On March 14, Guinness returns as the official sponsor of the annual Chicago River Dyeing in partnership with the Chicago Plumbers Union. When the river turns green, it's officially a good time for a Guinness.

St. Patrick's Day Parades
Guinness will take part in marquee celebrations across the country, including:

• • New York City St. Patrick's Day Parade
  • Boston St. Patrick's Day Parade
  • Savannah St. Patrick's Day Parade

Guinness Open Gate Brewery Chicago
From March 13–15, the Guinness Open Gate Brewery becomes the West Loop's St. Patrick's Day headquarters. Opening at 9 am on March 14 to welcome the post–River Dyeing crowd, the weekend will feature live music, DJs, face painting, Irish snugs, photo moments and giveaways (while supplies last). Early Bird entry is $10, first-come, first-served.

Guinness Open Gate Brewery Baltimore
The Guinness Open Gate Brewery goes big with two weekends of programming leading into an all-day St. Patrick's Day finale on March 17 (10 am–10 pm). The returning Irish Village includes live music, tastings, a full Irish breakfast, cocktail classes, Irish dance lessons, limited-edition brews and seasonal fare all month long.

Follow @GuinnessUS on social for updates throughout the season.

This March, whether you're heading to a parade, pulling a shift, or simply meeting friends for a pint, there are more good times for a Guinness than ever before. For those choosing to skip the alcohol, Guinness 0 delivers the same iconic taste as Guinness Draught with no compromise required.

However you celebrate, please drink responsibly.

†Minimum donation: $50,000; maximum donation: $100,000. Donation made via the Guinness Gives Back Fund, a donor advised fund administered by Fairfield County's Community Foundation, https://www.fccfoundation.org. To qualify for donation, post must be original, must not reflect poorly on Diageo or its GUINNESS brand, and must not reference or depict persons who are under 21; for full list of criteria, visit https://guinnessus.co/4sirAJc. Not sponsored or endorsed by Instagram or Facebook.

About Guinness
Established in 1759 when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin, the Guinness brand has spent over two centuries dedicated to crafting exceptional beer, driving innovation, and operating sustainably and responsibly. The iconic beer is brewed in 49 countries worldwide, sold in over 150, and brought to local U.S. communities with Guinness Open Gate Brewery locations in Baltimore and Chicago. Rooted in heritage yet fit for the modern age, the brand continues to do what it does best: bring people together. Using the four main ingredients of water, barley (malted & roasted), hops and yeast, Guinness delivers unique flavor that is undeniably the world's most popular stout. More information can be found at www.guinness.com.

About PopUp Bagels
At PopUp Bagels, our mission is fueled by passion and dedication: to craft unmistakably perfect bagels with no frills, using the essence of simplicity - crispy crusts, soft crumb centers, and an ideal proportion of seeds. Every bagel is a product of precision, from the high-quality ingredients in our dough to the meticulous proofing process and expert bake that achieves the perfect texture and flavor. Our commitment to quality goes beyond the bagel itself - innovating with top brands, chefs, and tastemakers to create epic schmears that elevate the cream cheese experience with bold, unexpected flavors.

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

Diageo is a global company, and our products are sold in nearly 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.

MEDIA CONTACTS:

Kelly Pepe, DIAGEO
[email protected]

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