In the same way that St Patrick’s Day and Guinness go hand in hand for the public, Guinness and Lion are launching a new campaign, ‘It’s Guinness Season’, to make the beer and winter synonymous. The campaign will drive home the message that when it’s winter, Guinness is the beer and beverage of choice.

The new campaign, which launched on 1 June, will be pushed in the on-premise, off-premise and on social media.

‘It’s Guinness Season’ is the brand’s new creative platform inspired by the idea of escaping to a winter lodge with friends and family. The campaign includes new ads across online video, social and out of home, and through partnerships with Concrete Playground and celebrity chef Colin Fassnidge.

At the centre of the campaign is ‘The Lodge’, both a physical destination to win a getaway to as well as a microsite of content, rewards and experiences, all redeemable through on- and off-premise promotions throughout winter.

Partnering with select bars and retailers across the country, Guinness will give consumers the opportunity to win prizes from The Lodge, including a Chesterfield armchair, premium audio system, handcrafted woollen blankets and more. A purchase of two pints or two six-packs allows consumers to go into the running to win instant prizes or to go into the draw to be one of three lucky recipients of a weekend away at The Lodge, valued at more than $2,000.

“We’re excited to launch our biggest winter campaign for Guinness ever,” said Malcom Eadie, brand director premium and craft at Lion.

“We know everyone loves a Guinness on St Pat’s Day, but this campaign is about reminding drinkers that Guinness is the perfect choice in winter when you’re looking for a drink to savour while connecting with friends.”  

The on-premise activation is one prong of Guinness’ campaign, which also includes the concept of the Guinness Lodge, where more premium prizes can be won; off-premise draws; a partnership with Concrete Playground in creating ‘winter guides’ for activities to do around capital cities; as well as a partnership with Fassnidge to promote Guinness as a complementary beverage and ingredient for comfort foods.

While the campaign is holistic, the on-premise will prove crucial, as a pint of Guinness is the signature pour of the beer, as Eadie attests.

“Guinness drinkers know the surge of anticipation they have when a pint is settling on the bar at their favourite local.”