Guinness has refreshed the packaging design for its Guinness Original beer to emphasise the heritage and brewing credentials of the brand.
Rolling out across bottle and can formats in the off-trade channel this month, the new design takes inspiration from historic labels in the Irish brewer’s archives. Originally brewed as the XX version of Guinness’ Porter, Guinness Original was the brewery’s most popular product until as recently as 1970 and boasts a “hoppy, roasty and crisp” flavour with bittersweet finish.
“The redesign reflects Guinness’ continued celebration of the growing consumer interest in beers with real stories, history and provenance,” the Irish brewer said.
Guiness marketing manager for western Europe Nicola Parry said: “For over 256 years, we have been brewing quality beers that are loved all over the world, yet it was Guinness Original that really put us on the map, helping us develop into the iconic brand that we are today.
“By reminding people of the rich history of Guinness Original, we aim to bring new consumers into the category and reignite this amazing beer.”
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