Owner Diageo fitted the first font this month and plans to roll it out across the UK over the next four years. In that time it aims to install the fonts at all 65,000 stockists, it said.
The new design, the first new font for the brand since 2005, is modelled on the famous St James’s Gate Brewery in Dublin, where Guinness is still brewed.
“We believe that Guinness’s new livery design will bolster its position as the most distinctive and iconic beer on the bar,” said Stephen O’Kelly, marketing director, at Guinness Western Europe. “It brings to life all the heritage, magic and craft that is synonymous with both St James’s Gate, the home of Guinness, and the actual pint itself.
“It is contemporary, eye-catching, and should place Guinness back in its rightful place at the centre of the pub and pub experience.”
The font supports the black stuff’s new £33m Made of More campaign, the biggest single drive for the brand to date.
Last week the Publican’s Morning Advertiser revealed that sales of Guinness were down 9.7% in volume and 4.5% in value in the UK on-trade , while our sister title The Grocer reported off-trade sales were down 15.8% in volume for Guinness Draught and 5% for Guinness Original.