Irish brewing company Guinness Foreign Extra Stout has introduced a new look for its 330ml bottle format and 24 x 330ml multipack, giving the brand a modern look and feel while paying homage to its heritage dating back to 1801.
The new bottle is being rolled out across the UK off-trade this month.
The refreshed design aligns with the 650ml bottle and perfectly encapsulates the brand’s global recognition and thirst for adventure.
The launch will be backed with media investment as well as marketing support across London this Autumn, including paid-for social media, OOH advertising displayed around the city and pallet displays in retail stores. As part of this launch, Guinness Foreign Extra Stout has partnered with Caribbean food & lifestyle platform, Original Flava to produce a selection of recipes that include the stout as an ingredient, to tap into the cooking occasion and expand the ways people can enjoy the liquid.
Neil Shah, Head of Guinness GB said: “We’re excited to unveil the new pack design on the 330ml bottle of Guinness Foreign Extra Stout, providing it with a refreshed, contemporary feel which matches the consistently high-quality beer that is recognised by consumers globally. This latest launch marks an exciting time for the Guinness brand as we look to welcome even more drinkers to enjoy the famous stout, and our recent partnership with Original Flava demonstrates how Guinness can also be used in cooking – showcasing versatility, but always amazing flavour.”
The new pack design of Guinness Foreign Extra Stout follows a wave of innovation from the brand, including the return of Guinness 0.0, which is available now.
Across the Guinness portfolio, there is continued investment in the development of innovative beer options, formats and pack sizes in line with consumer trends to enable retailers to maximise the sales potential of this well-known and recognised brand.
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