Guinness Gets Generous

Releases Generous Ale for holiday season; launches campaign to inspire generosity

Published in CSP Daily News

NORWALK, Conn. -- Guinness & Co. said that it is embracing its rich heritage and the philosophy of its founder, Arthur Guinness, this holiday season with the release of its newest offering, Guinness Generous Ale, inspired by Arthur Guinness' passion for full-flavored beers and his philanthropic legacy.

Guinness Generous Ale is available nationwide in 11.2-oz bottles (5.6% alcohol by volume [ABV]) as part of the Guinness Winter Selection Variety pack, a diverse selection of beers perfect for special gatherings that includes Guinness Draught, Guinness Foreign Extra Stout and Guinness Black Lager.

The 12-bottle Guinness Winter Selection Variety pack is available throughout the holiday season for a suggested retail price of $15.99.

The company developed this special edition holiday beer in a traditional winter ale style, but with more body and the distinct roast for which Guinness Draught is known. The beer has a rich amber appearance with vanilla notes to accent its taste.

As Arthur Guinness is historically recognized as a devout philanthropist, the Guinness Master Brewers wanted to create a holiday ale that commemorated Arthur's enduring legacy and to celebrate the holiday season.

"Arthur has and will always serve as the inspiration behind our brewing," said Guinness master brewer Fergal Murray. "Guinness Generous Ale to me is a balanced interplay of flavors reminiscent of poached pear, pie crust, toffee, a whisper of smoke and toasted marshmallow. The hop flavors brighten the distinct Guinness roast of malt and provide a lively clean finish."

In addition to offering a special-edition beer, the brewer is using the holiday season to launch GuinnessGivesBack.com, a website that will serve as an online destination demonstrating the brand's commitment to social benevolence. Specifically for the holidays, Guinness is encouraging its fans to commit acts of generosity by participating in the Generous Hour.

The Generous Hour is an opportunity for consumers to embrace the holiday season by committing "generous hours" of their time to others. By visiting GuinnessGivesBack.com, consumers can offer up an hour of service for anything, be it gift-wrapping for a friend, running errands, offering to be the designated driver for a night out or even giving Fantasy Football advice to a co-worker. Those participating in the Generous Hour movement can also see what other acts of generosity are being committed across the country through a visual, interactive mosaic featured on the site.

"Generosity is a quality inherent to the Guinness brand, and it's a value we continually strive to uphold," said Doug Campbell, Guinness brand director. "We are proud to use the tools of the present day to continue to celebrate an ideal that's been a part of Guinness for over 250 years."

London-based Diageo is a leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo North America Inc. is based in Norwalk, Conn.