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GUINNESS® to Be Even ‘More’ With New Lifestyle Offering

One of the most iconic and recognisable beer brands in the world, GUINNESS®, has treated consumers to its signature dark and velvety brew since 1759. Carefully crafted in over 60 countries, GUINNESS® has since become one of the world’s most loved brands and best-selling alcoholic beverages, enjoyed by fans in more than 120 markets globally. Brand extension under licensing has long been an important strategy for GUINNESS® and working together with leading brand extension agency, Beanstalk, Diageo is looking to further expand GUINNESS’® footprint across a range of premium lifestyle categories including food, gift, fashion and lifestyle.

Building on the brand’s iconic status and unique visual identity, GUINNESS® is currently working to cement its position as a trend and quality-driven fashion-forward brand, targeting both male and female Generation Y consumers. Product will leverage the brand’s distinct Irish heritage as well as the wealth of assets it has gathered in the 250+ years since its launch. The result is a diverse lifestyle offering which appeals to fans new and old, offering them opportunities to connect with the brand outside of the drinking occasion. As reflected in its ‘Made of More’ campaign, GUINNESS® aims to attract an aspirational and fashion-forward shopper with a desire and determination to ‘do and be more’.

In partnership with leading Irish home and giftware company, Newbridge Silverware, GUINNESS® has developed an exclusive collection of jewellery, homeware and decorative items. A unique and luxurious range, the GUINNESS® by Newbridge Silverware Collection signifies over two years of collaborative research and design work, resulting in products that reflect the rich history of crafting expertise and excellence which is synonymous with both brands. The range first hit retail shelves across Ireland to positive consumer and media reactions in early 2015, and Diageo is now looking at bringing it to the UK, working together with its licensing agent, Beanstalk.

Diageo has also partnered with leading European fashion licensee, Sunset Bioworld, for a range of high-quality and trend-driven GUINNESS® branded apparel and accessories. Initial SKUs launched earlier this year at major UK retail channels, including high street fashion chain, NEXT, and leading e-commerce store, ASOS. The collection, including sublimation tees, vests and sweat tops, is designed to appeal to a young, confident and trend conscious consumer. Going forward, Diageo will continue to work with Beanstalk on further extending the range and its presence in fashion retail chains.