Guinness Unveils New Bold Look

Guinness, the world’s number one stout has unveiled its latest innovation in design as it consolidatesits position as the leading stout in the Ugandan market. 

Navio does his thing during the unveiling of Guinness' New Look on Sunday October 5, 2014
Navio does his thing during the unveiling of Guinness’ New Look on Sunday October 5, 2014

In its modern and stylish new look unveiled recently, the Guinness brand is marking yet another key milestone of a successful stout whose history dates back to 1759.

The new look Guinness pack comes with more pronounced features including an accentuated harp, a more distinct, Arthur Guinness signature and a stylish foil cover that gives the pack a modern contemporary look.

Phoebe Nakabazzi, the Guinness brand manager said the rebirth of the new look for the Guinnessbrand is in line with the company’s tradition of continuously delivering quality.

DJ. Crisio (M) shares a light moment on the turn table during the launch of Guinness' new look on Sunday October 5, 2014.
DJ. Crisio (M) shares a light moment on the turn table during the launch of Guinness’ new look on Sunday October 5, 2014.

As part of our consumer launch re-enforcement activities, Guinness is set to unveil the new look through an All Black VIP Party with West African Songstar Wizkid as the headline act on 22nd October, 2014.

“Guinness is definitely a brand that has redefined the experience in our market from time past with dynamic innovations leading to this moment. As we celebrate the new Guinness look we are rewarding our consumers with an experience on Lake Victoria, “she added.

A lady enjoys the sun during a boat cruise on Lake Victoria as she shows off the new bold Guinness look
A lady enjoys the sun during a boat cruise on Lake Victoria as she shows off the new bold Guinness look

As part of these celebrations, Guinness held a boat cruise on Sunday 5th October 2014 that was spiced with a mouth-watering cuisine, lots of freebies and entertainment both on the boat.

Guests were treated to aBBQ and Buffet on arrival to the island, there was English Premier League viewing on giant screens, beach soccer and beach volleyball as well as a Private Guinness party set on the beach with DJ Chrisio turning the decks.

To cap off the night, Hip hop sensation, Navio took to the stage thrilling guests with his signature rap style.

In her comments, Phoebe Nakabazzi explained that the new stylish look  of Guinness will be  fittingly launched officially with the spectacular All Black party  to demonstrate how the new design reveals a new level of connection for consumers of the brand.

“The new packaging has been designed to reflect the characterful flavour of Guinness in both look and style.  We have put together the biggest party of the year for existing and new consumers to reveal to them that they can enjoy a colourful world of more, a world made of more style, more fun and more adventure.” said Mark Mugisha, Marketing Manager Uganda Breweries limited.

Ushers display the new look Guinness during the boat cruise on Lake Victoria
Ushers display the new look Guinness during the boat cruise on Lake Victoria

The launch of the new pack is in line with the growth strategy of the brand that has been on the rise, growing by 24% in the last financial year according to its full year financial results released on the 14th April 2014.

Mugisha explained that the steady growth of Guinness in the beer category has been driven by consistent messaging and communication and regular consumer engagement activities over the years.

The stout has held consumer engagement activities such as the popular television show, Guinness Football Challenge, Guinness Make it happen campaign and the Ticket to Greatness campaign.

The Guinness brand has always been at the cutting edge of progress and the stunning transformation of its iconic Foreign Extra Stout packaging reflects the adventurous character of the brand.

Within Africa, the East African region is Guinness’ second biggest market while Africa accounts for 75 per cent of the global growth of the brand.

Over the last 49 years, Guinness has consistently showcased its dynamism as an innovative brand that keeps up with the latest global trends.

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