Guinness announces Live Nation Ireland/MCD entertainment partnership
Guinness has returned to Dublin’s 3Arena as part of a new live entertainment partnership, marking its first association with the venue in more than 15 years
Print22 December 2025
Guinness has announced its return 3Arena, as part of a new multi-year partnership between Diageo Ireland and Live Nation Ireland/MCD.
This collaboration will bring the Guinness experience to fans at 3Arena, Ireland’s largest indoor venue, and extend its presence across 3Olympia Theatre, Bord Gáis Energy Theatre, Gaiety Theatre, The Academy and The Ambassador Theatre, after more than 15 years and just in time for Christmas.
This exciting partnership will ‘ensure every gig, show, and performance across these venues will be complemented by the unmistakable Guinness experience’.
The partnership will see Diageo’s portfolio of brands across stout, lager, ale, cider and non-alcohol beer into some of Ireland’s premier entertainment venues.
To mark this occasion, Guinness noted that it has recommissioned a ceremonial Guinness barge, reminiscent of historic journeys, to make its way up the river Liffey from St. James’s Gate to Dublin’s docklands, culminating at the 3Arena.
The last time a Guinness highlighted that the last time that this barge made this journey was in 1961.
Accompanied by music from contemporary Irish folk group BIIRD, this symbolic journey ‘paid homage to Guinness’s rich Dublin heritage while signalling a new era for Guinness and live entertainment in the capital’.
The barge’s return was a visual spectacle, as it delivered the first kegs of the iconic stout.
‘Deeply significant step’
Louise Ryan, managing director of Diageo Ireland said that the partnership with Live Nation Ireland is a “deeply significant step” in the drinks giant’s commitment to celebrating Irish culture and truly enhancing the consumer experience.
“Live entertainment venues and festivals are amazing third spaces where communities connect to celebrate and create lasting memories. We are committed to embedding our diverse portfolio of brands – from the rich heritage of Guinness to the refreshing innovation of Rockshore – directly into the fabric of these experiences,” she said.
“This partnership will see our brands deeply integrated, ensuring every moment is complemented by choice, and our unwavering commitment to quality’’
Iconic brands
Echoing Ryan’s sentiment, Denis Desmond, chairman Live Nation Ireland & UK, added: “Diageo’s iconic brands are synonymous with quality and celebration, perfectly complementing the energy and creativity of our events and artists, aligning seamlessly with our mission to create safe, inclusive, and unforgettable moments for fans across Ireland. We look forward to many years of successful collaboration.”
“This partnership, which also makes other beloved Diageo Beer and Cider alcohol and non-alcoholic brands available, reinforces Guinness and Diageo’s commitment to promoting responsible drinking.
“Comprehensive responsible drinking initiatives, including a dedicated training module for bar staff, and non-alcoholic options will be visible throughout all venues, ensuring enjoyment is always coupled with safety and awareness.”
Fans at 3Arena, 3Olympia Theatre, Bord Gáis Energy Theatre, Gaiety Theatre, The Academy and The Ambassador Theatre, can now look forward to a perfectly chilled pint of Guinness, further enhancing their experience of some of Ireland’s premier live entertainment venues.
Read more: Guinness Storehouse celebrates 25 years
© 2025, by ShelfLife reporter
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