Rugby World Cup win for Guinness Australia

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SYDNEY--Australia's victory in the Rugby World Cup has translated into a sales bonanza here for Guinness, the event's sponsor. Australian sales jumped 20% compared to the same period last year due to the rugby sponsorship and Guinness' associated marketing campaign.

As a result of the sales growth, the brand's current $6 million marketing budget will be increased by up to 50% in 2000, said Guinness Australia Marketing Director Nick Stabback.

The increase will result in the first Australian-produced TV branding campaign for Guinness. Sydney ad agency Singleton Ogilvy & Mather handles the brand. Previously, the agency had only worked on a special St. Patrick's Day TV spot for Guinness. O&M had handled Guinness in Australia until its merger with Singleton Advertising.

During the Rugby World Cup, Guinness served an extra 500,000 pints of beer in Australia. The Australian increase was the local effect of Guinness' $22 million global sponsorship of the World Cup.

More than 20 million pints of Guinness were consumed in Australia in 1998, up 102% since 1994.

Guinness has overtaken Corona to become the top-selling international beer in Australia.

Copyright December 1999, Crain Communications Inc.

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