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Guinness just released a very traditional winter holiday spot. Weve that, concerns about the decline of draft beer, and lots more.
Draft Beer In Decline
According to Bon Appétit, the “draft beer experience is in peril. Last year only 9% of beer sold in the US was packaged in kegs.”
“On a national scale, data company Draftline Technologies estimates between 7 and 13% of all draft lines are empty—installed and ready, but not dispensing any beer. If trends continue, draft beer could become a novelty, or perhaps, a relic.”
Some sight the Covid lockdowns for adding fuel to a fire that was already simmering, others point to the decline of beer consumption in general. There’s also those who look to the consolidation of beer distributors, which has led to big companies like Reyes colluding with macro beer suppliers at the expense of craft brewers.
Words to Drink By
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”—Jeff Bezos, Amazon founder and CEO
New Guinness Snow Globe Holiday Video
It’s officially holiday season and Guinness is ringing in the occasion with a brand-new TV commercial titled The Most Wonderful Pint of the Year. The spot opens on a winter wonderland that reveals a beautifully poured pint as the camera pulls back.
It’s simple, sentimental and right on target for the winter holidays…
“The ad begins with a grand mansion nestled between two snow-laden trees,” according to The Drum. “As the scene blurs, it transforms into the frothy top of a perfectly poured pint. It’s like a snow globe – just a little boozier. Though the original song isn’t played, the ad concludes with the phrase ‘The Most Wonderful Pint of the Year.’”
“We wanted to create something simple and magical that makes a pint of Guinness feel like coming home for the holidays,” said Joyce He, Guinness Brand Director. “So here’s to enjoying the most wonderful time of the year at our favorite pubs, bars, and restaurants.”
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