Irish Beer tartan

[OC Richard]

What is the relationship to Irish beer I wonder, speaking as someone who drinks beer in Ireland fairly often?

I assume it's just a marketing gimmick.

Here in the US there's a vast number of people whose only connexion to Ireland is going into a pub with an overtly Irish-sounding name and getting a pint of Guinness while wearing a cheap Pakistani kilt on St Patrick's Day.

What could be more appealing than a cheap kilt in "Irish Beer" tartan?