East African Breweries Limited has unveiled its latest innovation in design for the Guinness brand, as it stamps its position as the leading stout in the Kenyan market. 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. Kenya becomes the fourth market to introduce the new pack, in the global move, after Nigeria, Ghana and Cameroon.
“The new signature style will keep Guinness relevant with a new generation of consumers for years to come. Whilst we’ve changed our appearance, you’ll be glad to know we’ve kept the distinctive rich taste you know and love” said Kenya Breweries Marketing director, Joseph Gikonyo.
Kenya is a key market for Guinness in Africa, It contributes 80 % of the total sales in the East African region. Within Africa, the East Africa region comes in second with Africa accounting for 75 % of the global growth of the brand.
Arianne Okong’o, Marketing Manager for Guinness & Partner Brands explained, “As part of our consumer launch re-enforcement activities, Guinness is set to embark on a series of concerts across the country, headlined by both local and international artistes. The concerts will kick off on the 12th of April at KICC in Nairobi before moving to regional hot spots in Nakuru, Meru, Kisumu & Mombasa.”
Over the last 49 years, Guinness has consistently showcased its dynamism as an innovative brand that keeps up with global trends.
This new development follows past consumer engagement activities such as the popular television show Guinness Football Challenge, Guinness Make it happen campaign and the Ticket to Greatness campaign.