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Thousands of bars nationwide are gearing up for Guinness' "Raise Your Glass to Heroes Day" on Wednesday, Dec. 17, in which the brand will lead the charge to raise money and support for U.S. servicemen and women serving abroad.
Consumers are urged to post a photo of their Guinness pint on the brand's Facebook page or Twitter feed, tagging the @GuinnessUS handle. The Guinness Gives Back Fund will donate $1 to "Packages From Home" – a charity that assembles and distributes care packages for those in the United States Armed Forces – for every photo posted, up to $25,000.
“The selfless men and women of the United States Armed Forces truly epitomize the values of the Made of More campaign and we could not be happier to support them this holiday season,” said Guinness Brand Director Doug Campbell.
“As we spend time with loved ones in the coming weeks, it’s important that we take time to thank those who make sacrifices day in and day out," Campbell added. "Providing these heroes with some comfort items from home is the least we can do to show our gratitude and respect.”
The "Raise Your Glass to Heroes Day" campaign comes on the heels of the brand's "Empty Chair" TV spot, which pays tribute to the commitment of deployed U.S. servicemen.