Guinness Donates Over Half a Million Dollars in Support of America’s Unsung Heroes
NORWALK, Conn. (October 1, 2014) – Last night in New York City, Guinness & Co. raised a glass of the iconic beer in honor of the Leary Firefighters Foundation (LFF) during a special event to present the LFF a check for more than half a million dollars in support of firefighters nationwide.
Actor and founder of the LFF, Denis Leary, joined Guinness and Diageo executives to celebrate their combined efforts to support firefighters across the U.S. Throughout the past year, Guinness raised over $500,000, in partnership with the LFF, to help provide quality equipment, education, training and technology for firefighters everywhere. Guinness and the LFF received an outpouring of personal donations and contributions from adult supporters through the brand’s fundraising efforts to support the foundation as well as a significant contribution from Guinness itself.
“At Guinness, we celebrate those who are Made of More; those who carry on the legacy of our founder and our company and who demonstrate great character without asking for recognition. Firefighters showcase these qualities with the commitments and sacrifices they make every day,” said Guinness Brand Director Doug Campbell. “We’re very proud of the work we’ve done alongside the LFF and we’re excited to continue that initiative to recognize individuals who do more for their communities throughout the next year.”
Guinness’ St. Patrick’s Day 2014 program hosted a variety of fundraising initiatives through its philanthropic online hub www.GuinnessGivesBack.com, including a limited-edition firefighter themed t-shirt sold online and in select bars across the country. The makers of Guinness beer also released the Extraordinary Irish Beers Variety Pack, saluting firefighters’ extraordinary character, which included Guinness® Draught, Guinness® Black Lager, Smithwick’s® Irish Ale and Harp Lager. A percentage of the proceeds from sales of the t-shirts and variety packs were donated to the LFF. The program has been part of the brand’s ‘MADE OF MORE’ campaign, which celebrates the service and selflessness of firefighters.
“We are thrilled to continue our partnership with Guinness for a third year,” said actor Denis Leary, founder of the LFF. “Since beginning our partnership two years ago, we’ve raised more than $650,000 to help firefighters nationwide. It’s an honor for the LFF to be recognized for its tireless efforts in support of all the men and women who put their lives on the line every day; the funds raised by Guinness will help our firefighter brothers and sisters in uniform across the country.”
The event also kicked off the brand’s goal to raise $1 million for local firefighters by St. Patrick’s Day 2015, in the third year of its partnership with the LFF. For the next several months, Guinness will publicly recognize those who make great contributions to their communities by raising a Guinness to them at a community event. The brand will carry out additional fundraising activities throughout the year to reach its $1 million fundraising goal.
Join the conversation and share Made of More moments on Twitter at @GuinnessUS. Select images and stories will be featured on the brand’s Instagram feed which celebrates those who are Made of More.
Guinness reminds everyone while raising your glass in support of firefighters, and all the men and women who do more for our communities, to do so 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, velvety smooth head and unique surge and settle, this distinctive beer has been brewed at the St. James’s Gate brewery in Dublin, Ireland since 1759. 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. Also from the makers of Guinness, Smithwick’s, Ireland’s oldest and best selling ale and HARP Lager, whose name pays tribute to the Guinness logo and the national symbol of Ireland. Additional information about the Guinness brand can be found at www.guinness.com.
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
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About The Leary Firefighters Foundation
The Leary Firefighters Foundation (LFF) provides funding and resources for fire departments to get the best available equipment, technology and training necessary for the health and safety of firefighters and in turn, the public they serve. Founded in 2000 by actor Denis Leary in response to the 1999 Cold Storage Warehouse fire tragedy in his native Worcester, Massachusetts, LFF has raised more than $10 million for first responders in Worcester, Boston, New York, New Jersey and New Orleans. The Leary Firefighter Foundation is a 501(c)(3) nonprofit organization as designated by the Internal Revenue Code. Please visit us at www.learyfirefighters.org.