Feb. 19, 2013
St. Patrick's Day
Guinness & Co. is teaming up with the Leary Firefighters Foundation (LFF) to invite all legal drinking age adults to responsibly raise a pint of the black stuff in support of firefighters across the country. Guinness will encourage consumers to get involved through the brand's "
Pour," a live GUINNESS® pint mosaic that will be comprised of consumer pledges, each of which represents
donation that Guinness has committed to the LFF. Together with the LFF, Guinness will help provide the necessary equipment, technology and training to America's bravest.
"Firefighters demonstrate a selfless commitment to protecting the lives of the American people day in and day out," said
, GUINNESS® Brand Director. "These men and women are undoubtedly made of more and we're excited to celebrate them with a beer that is made of more. We hope that this
St. Patrick's Day
, people will take a moment to salute their service by pledging to paint the town black responsibly."
To support the LFF and be a part of the
Pour, adult GUINNESS® fans can pledge by texting "GUINNESS" to 878787. In response to their text, fans will receive a link to an image of a personalized pint glass and a confirmation number. Fans can enter their confirmation number at
and find the pint they "poured" within the 100,000 pint mosaic. Progress toward completion of the mosaic will also be tracked in real-time on a billboard in
New York City
's Times Square.
The Leary Firefighters Foundation was founded in 2000 by actor
after a tragic fire in
claimed the lives of his cousin, childhood friend, and four other firefighters. The Foundation's mission is to provide funding and resources to fire departments across the country to ensure they are able to obtain the best available equipment, technology and training. Since its inception in 2000, the LFF has raised over
that has been utilized to provide critical resources, including a state-of-the-art high rise training facility for the Fire Department of New York (FDNY).
"Guinness' support of the Foundation is the largest sustained partnership we've seen in our thirteen-year history," says Leary, who is active in the day-to-day operations of the Foundation. "Thanks to the support of the brand and its loyal fans, firefighters across the country will receive critical resources, training, and education that will help maintain the highest level of safety for the heroes serving within our communities across the US."