Guinness, the world’s most popular stout, is celebrating the return of The Guinness Six Nations Championship with limited edition packaging. Available from early February, until the end of the tournament (19th March) whilst stocks last, the promotional new look will be rolled out across the off trade in four pack, eight pack, 10 pack and 15 pack formats, with PMP options available. Offering something extra special for consumers looking to enjoy live sport and the world-famous tournament from the comfort of their own homes.
Guinness is the Official Beer of the Four Home Unions (WRU, SRU, IRFU and the RFU). The partnership between the Unions and Guinness marks an ongoing commitment to international rugby and will see Guinness work closely with the Unions and Six Nations Rugby to ensure fans have epic match day experiences. The partnership puts Guinness at the heart of the men’s and women’s game, and the limited-edition look captures the brand’s association with the tournament and celebrates the ‘fanticipation’ by proudly displaying the attention grabbing ‘LET’S SETTLE THIS’, providing strong stand-out on shelf.
John Burns, Head of Guinness GB said: “Guinness is strongly associated with the Guinness Six Nations, Women’s Six Nations and partnerships with the Home Unions, and has been for many years. We are always looking at ways to help our customers make the most of occasions and iconic sporting moments, so we are excited to roll out the limited-edition packaging; not only to offer existing Guinness consumers something special, but also to welcome new consumers to enjoy the famous stout.”
The limited-edition packaging follows a wave of innovation from the brand, including new packaging design of Guinness Foreign Extra Stout and the return of Guinness 0.0. 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 such a well-known and recognised brand.