Guinness is giving its pint pulling a makeover with a new hand-finished, illuminated font, modelled on its household harp logo.
The new font aims to drive visibility for on-trade venues and increase interaction between customers and licensees, having seen a positive increase in sales during small-scale trials. You know, just in case you forgot Guinness existed.
According to CGA Strategy, Guinness is the only one of the top five beer brands in growth, up 2% in volume, ahead of the total beer market, which is down -2.7% (12 weeks to 27.1.18).
The full suite of new Guinness gadgets, along with the snazzy harp font, includes tap badges, tap handles and illuminated bottle openers.
Guinness will also be providing customers with a full beer quality reset, including dispense equipment service and upgrade, support to drive social media activation and additional branded glassware.
'We know from research that compared to other mainstream beer drinkers, including the top twenty lager, ale and stout brands, Guinness customers spend more per visit at on-trade outlets,' said Nin Taank, Guinness' brand manager for Europe. 'It’s therefore really important that we invest in, and evolve our offering, particularly when it comes to visibility, to help licensees make the most out of this opportunity.
To kit out your venue with one of these shiny, new fonts, contact your Diageo representative.