Guinness lays claim to the entire winter season in new campaign

June 2, 2021
By Ioni Doherty

Guinness is reclaiming the winter months and declaring the entire period as: ‘It’s Guinness Season’. Oozing with comfort, the brand’s creative is inspired by the idea of escaping to a winter lodge with friends and family as the brand seeks to capitalise on a growing adventurousness in consumers when it comes to beer flavours.

Malcom Eadie, Brand Director Premium and Craft at Lion said, “Over the last few years we’ve seen consumers expand their repertoires and trial beers from new and unique categories, predominantly searching for more flavourful options. The growth of craft is a great example of that. What we’re now seeing is that categories like stout are benefitting from that newfound enthusiasm for flavour. 

“Alongside that, we saw many consumers look for well-known and trusted brands through the uncertainty of last year, and Guinness is well known to a lot of people. So Guinness sits at the intersection of those two trends.”

From the beginning of winter, the campaign launches online, through socials and outdoor. Guinness has partnered with Concrete Playground and former My Kitchen Rules judge and self-confessed Guinness lover, Dublin-born chef Colin Fassnidge.

Bringing the winter charm to life is ‘The Lodge’, both a physical destination to win a getaway to as well as a microsite of content, rewards and experiences, all redeemable through on and off-premise promotions throughout winter. 

Partnering with select bars and retailers across the country, Guinness is giving consumers the opportunity to win prizes from The Lodge, including a Chesterfield armchair, premium audio system, handcrafted woollen blankets and more. Two pints or two six-packs is all consumers need to purchase to be in the running to win instant prizes or into the draw to win a weekend away at The Lodge, valued at more than $2,000. There are three trips available. 

“We’re excited to launch our biggest winter campaign for Guinness ever,” said Malcom Eadie, Brand Director Premium and Craft at Lion.

“We know everyone loves a Guinness on St Pat’s Day, but this campaign is about reminding drinkers that Guinness is the perfect choice in winter when you’re looking for a drink to savour while connecting with friends.”   

For more details and to get involved visit guinnesswinter.com.au

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