This March, Guinness is stretching St. Patrick's Day beyond a single day and into a proper month-long celebration across the United States. The brand is reuniting with PopUp Bagels for year two of their collaboration, supporting the hospitality industry through the return of Stache for Charity, and showing up at marquee events from Chicago's river dyeing to parades in New York, Boston, and Savannah.
Here's the full rundown of what Guinness has planned for March 2026—and how you can take part.
A Limited-Edition Collaboration: Guinness Chocolate Stout Cake Schmear
Guinness and PopUp Bagels are back for their second St. Patrick's Day collaboration. This year's drop is the Guinness Chocolate Stout Cake Schmear—a cream cheese spread infused with Guinness Draught and inspired by the rich, indulgent flavors of Guinness Chocolate Cake. The limited-edition schmear brings one of Guinness's most beloved recipes to the breakfast table, proving it's always a lovely day for a Guinness, even before noon.
Guinness and PopUp Bagels reunite for year two with the Guinness Chocolate Stout Cake Schmear. (PR Newswire)
According to PR Newswire, the schmear is available at PopUp Bagels locations nationwide from March 12 through March 26, with select shops offering complimentary tastings alongside miniature pours of Guinness Draught and Guinness 0.
Tasting events are scheduled at:
- Charlotte (14020 Stream Wy #113): Saturday, March 14, 10 am–1 pm
- Boston (70 Pier 4 Blvd. Suite 330): Saturday, March 14, 10 am–1 pm
- La Jolla (637 Pearl St.): Saturday, March 14, 10 am–1 pm
- Atlanta (661 Auburn Avenue, NE, STE 130): Sunday, March 15, 10 am–1 pm
For two days only—March 12 and 13—Guinness is bringing PopUp Bagels to Chicago ahead of the city's iconic river-dyeing tradition. Locals can stop by the Guinness Open Gate Brewery to grab fresh bagels, taste the collaboration schmear, and enjoy giveaways, music, and tiny pints of Guinness in line.
Stache for Charity: Giving Back to Hospitality Workers
A good pint of Guinness is made possible by the people behind the bar. Guinness is once again supporting the hospitality industry through the return of Stache for Charity, inspired by the iconic Guinness 'stache—that unmistakable hint of foam left behind after the first sip.
The Beer Connoisseur reports that fans are invited to grow one, draw one, sip one, or throw one on, then post on Facebook or Instagram using #GuinnessGivesBack and tag @GuinnessUS. For every qualifying post shared through March 31, 2026, Guinness will donate $1 (up to $50,000) to support, educate, and advance friends and partners in the hospitality industry. Donations are made via the Guinness Gives Back Fund, a donor advised fund administered by Fairfield County's Community Foundation.
"St. Patrick's Day wouldn't be what it is without the bartenders who make it happen," the brand notes.
Chicago River Dyeing and Guinness Open Gate Brewery
On March 14, Guinness returns as the official sponsor of the annual Chicago River Dyeing in partnership with the Chicago Plumbers Union. When the river turns green, it's officially a good time for a Guinness.
According to Chicago St. Patrick's Day Parade and Fox 32 Chicago, the dyeing begins at 10 a.m. on Saturday, March 14. The Chicago Journeymen Plumbers Union Local 130 uses about 40 pounds of a vegetable-based orange-red powder that turns green when it hits the water—a tradition dating back to 1962. The downtown St. Patrick's Day Parade steps off at 12:30 p.m. along Columbus Drive.
From March 13–15, the Guinness Open Gate Brewery in Chicago becomes the West Loop's St. Patrick's Day headquarters. Opening at 9 a.m. on March 14 to welcome the post–River Dyeing crowd, the weekend features live music, DJs, face painting, Irish snugs, photo moments, and giveaways (while supplies last). Early Bird entry is $10, first-come, first-served.
Baltimore, Parades, and Coast-to-Coast Celebrations
The Guinness Open Gate Brewery in Baltimore goes big with two weekends of programming leading into an all-day St. Patrick's Day finale on March 17 (10 am–10 pm). The returning Irish Village includes live music, tastings, a full Irish breakfast, cocktail classes, Irish dance lessons, limited-edition brews, and seasonal fare all month long.
Guinness will also take part in marquee parades across the country:
- New York City St. Patrick's Day Parade
- Boston St. Patrick's Day Parade
- Savannah St. Patrick's Day Parade
Heritage, Innovation, and Guinness 0
Guinness was established in 1759 when Arthur Guinness signed a 9,000-year lease on St. James's Gate Brewery in Dublin. The iconic beer is brewed in 49 countries worldwide, sold in over 150, and brought to local U.S. communities with Guinness Open Gate Brewery locations in Baltimore and Chicago.
For those choosing to skip the alcohol, Guinness 0 delivers the same iconic taste as Guinness Draught with no compromise required. PopUp Bagels locations offering tastings include both Guinness Draught and Guinness 0.
"St. Patrick's Day is about ritual, pride and community," said Karissa Downer, Director of Guinness in the United States, in the PR Newswire release. "It's the one time of year when everyone feels a little bit Irish—and there's no better way to mark the moment than with a Guinness in hand. This March, we're giving people even more reasons to come together, celebrate and raise a pint."
Follow @GuinnessUS on social for updates throughout the season. However you celebrate, please drink responsibly.
Sources: Beer Connoisseur; PR Newswire; Chicago St. Patrick's Day Parade; Fox 32 Chicago; Fairfield County's Community Foundation.
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