Guinness Debuts Nitro IPA

The company, long known for creative promotion such as the use of the Toucan bird image and Guinness World Records, which began as a book in 1955, is introducing its latest beers through creative traditional TV ads and digital advertising to reach millennials that includes a focus on both past accomplishments and innovation.

“Right now there is a great demand for choice,” said Marnell. “Beer drinkers are the least loyal people in the world. They go out and drink four different beers, flights are becoming huge. We want to make sure that no matter what the occasion is, no matter what kind of beer you like, there’s a Guinness style for you. Not everybody loves hoppy beers. Great, have an Irish Stout. Not everybody likes that coffee flavor. Now you have an IPA that still has that same rich texture that’s in the Draught beer as well. So it’s all about choice, if the world wants to drink a lot of different styles as possible, great! We’ll make as many as possible and bring them out. So it’s all about getting good beer in people’s hands.”

The changing of the beer line-up doesn’t depend on Nitro IPA, although it’s evident from the roll-out Guinness has some strong expectations for this new beer in terms of how the brewery presents itself to beer drinkers.

“We’ve almost become a victim of our own success,” said Marnell. “People don’t see Guinness as a brewery but as a company that makes this one beer. But there’s a range of beer already out there. What we’re trying to show is that our brewers do a lot of things well and they’ve got a lot of things up their sleeve. The current beer market is so open to change and so open to choice, the brewers want to make sure they have as many beers out there as possible. But we won’t sacrifice on quality and we’re never going to release a beer just for the sake of bringing something to the market.”