Guinness limited-edition

Diageo has launched limited-edition packaging for its Guinness brand to highlight the return of the Six Nations Championship.

The Guinness limited-edition packaging is available in four-pack, eight-pack, 10-pack and 15-pack formats in standard and price-marked packs, until the end of the tournament (19 March) while stocks last.

The news follows the new packaging design of Guinness Foreign Extra Stout and the return of Guinness 0.0, and aims to enable retailers to maximise the sales potential of a well-known brand.

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John Burns, head of Guinness GB, says: “The partnership puts Guinness at the heart of the men’s and women’s game, and the limited-edition look captures the brand’s association with the tournament and celebrates the ‘fanticipation’ by proudly displaying the attention grabbing ‘Let’s settle this’, providing strong stand-out on shelf.

“Guinness is strongly associated with Six Nations, Women’s Six Nations and partnerships with the Home Unions, and has been for many years.

“We are always looking at ways to help our customers make the most of occasions and sporting moments, so we’re expecting the limited-edition packaging to not only offer existing Guinness consumers something special, but also to welcome new consumers to enjoy the famous stout.”  

Guinness is the Official Beer of the Four Home Unions (WRU, SRU, IRFU and the RFU, with the partnership seeing the brand work closely with the Unions and Six Nations Rugby to ensure fans have a strong match day experience.