Guinness, ALONE and Brian O’Driscoll team up to sell Christmas trees for charity

Brian O’Driscoll at the Guinness Storehouse Winter Village. Picture Andres Poveda

For every Christmas tree sold Guinness will match the donation to ALONE



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8 December 2020

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Guinness has partnered with ALONE and Brian O’Driscoll to sell Christmas trees to raise funds for the charity.

As part of Diageo’s commitment to redirect brewing by-products to minimise the environmental impact of its operations, the Christmas trees have been fertilised with Guinness that was taken back from pubs and bars around the country that were closed due to Covid-19.

The launch of the Guinness Christmas Tree campaign coincides with the Guinness Winter Village taking place at the Storehouse throughout December.

The trees will be on sale from 2pm 9 December from the Guinness Storehouse carpark on Crane Street. There are only a limited number available which will be sold via contactless payment on a first come first served basis. Priced at €50 each, all proceeds will go to ALONE with Guinness matching the contribution for every tree sold.

According to Guinness, the partnership not only celebrates the joy and togetherness of the festive season also supports elderly vulnerable people.

Hilary Quinn, marketing director of Diageo Ireland commented: “We’re extremely proud to be launching this festive campaign to highlight not only the importance of giving at Christmas but also our long-term commitment to sustainability by doing business the right way from grain to glass. This is core to who we are at Guinness and builds on our new ten-year sustainability action plan announced last month.”

“Guinness has been a long-time supporter of ALONE and they were there for us and for older people this year when we really needed them, they have been with us every step of the way,” said Seán Moynihan, CEO of ALONE.

“Rooted in our communities, Guinness plays an important part in our Irish heritage and in turn, has enabled ALONE to protect those who grow old within the community. We’ve received tremendous support from Guinness over many years and have been able to provide vital supports to the thousands of additional older people who have come to us. Through the joys of Christmas Trees, Guinness continue to champion ALONE.”

Campaign ambassador and Irish rugby legend, Brian O’Driscoll, said: “I’m really proud to be involved in the Guinness Christmas tree initiative in aid of ALONE. 2020 has been a difficult year for everyone and it is now more important than ever to support togetherness, especially at this time of year. This is a time of giving back so let’s get behind the elderly vulnerable people in our society this Christmas.”



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