Beer goggles: Guinness binoculars now available
An extremely limited-edition collectible, in the form of Guinness binoculars, have become available to fans who are willing to enter a social media contest.
The binoculars, which have been “designed to help fans get a little closer to the action, wherever they’re watching from,” according to the stout brand owner Diageo and are said to be “fully functional and complete with a leather carrying case”.
A new ‘pint of view’
According to the company, the Guinness binoculars were “created for fans who never want to miss a moment of the beautiful game. Whether watching from the upper deck, across a crowded pub or at home with friends, they offer a new ‘pint of view’ on the action.”
The contest to win one of just four pairs of the binoculars will be open to fans over the age of 21 and will run until 27 June. For a chance to win, people are asked to follow @GuinnessUS and comment on the designated sweepstakes post using #GuinnessBinocularsSweepstakes.
Across the UK, Guinness is the highest-grossing pint by value in British pubs, with analysts reporting that it accounts for roughly one in every nine pints pulled in Britain.
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Capturing attention
The rise of Guinness’s popularity has been well-documented over the past few years, the Guinness brand has captured the attention of younger demographics and female drinkers through viral trends.
For instance, phenomena like the “Split the G” challenge (finishing a first sip precisely at the crossbar of the Guinness “G”) have exploded on social media. Plus, rather than relying purely on traditional TV broadcast advertising, Diageo has focused on other elements of the stout brand such as its pour, glassware, and event activations effectively positioning the beer not just as a drink, but as a social experience that has become more culturally relevant.
Diageo’s upgrade and expansion of its €200 million brewery in Littleconnell, Co Kildare, in response to soaring global demand for Guinness and Guinness 0.0. will also more than double production capacity and strengthen Ireland’s role in global beer exports of the stout.
Additionally, Guinness 0.0, the alcohol-free variant, has performed well and managed to gain kudos among consumers who increasingly seek moderation and no-and-low alcohol alternatives.
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