Guinness' Lovely Day in the United States

It is an exciting time for Guinness in the United States. In the second half of fiscal 25, it was the fastest growing major beer brand in the ontrade by volume,⁽¹⁾ and the number one draft beer in major metropolitan areas like Boston and New York.⁽¹⁾ We have worked strategically to reach this level of success, but there is still a significant runway for growth – a cornerstone of building on the momentum this fiscal is the 'A Lovely Day' US Campaign, launched in April 2025.

The campaign, which has received 474 million⁽²⁾ impressions and counting, merges the success of the iconic 'Lovely Day for a Guinness' tag line, with a uniquely American perspective, sharing 50 real stories illustrating the role of Guinness and Guinness 0.0 in celebrations.

From Michigan ice fisherman to a Louisiana brass band, to the roller-skating dads of Pennsylvania, these stories capture both the American spirit and the communion of Guinness. Hand-in-hand with the campaign, we created a limited-edition Guinness Draught Stout can, tapping into the consumer trend of convenience.

The design reimagines the classic Lovely Day toucan art with a modern, American twist. Market testing has found that this campaign has resonated strongest with younger LPA+ beer drinkers, our target audience for expansion, with one-third expressing intent to purchase Guinness after viewing the campaign.

Whilst this is just the foundation of our plans to capture further growth, the campaign is meaningfully building brand equity and driving household penetration with key consumers.

^{(1) Nielsen CGA L12Wks ending 17 May 2025 (2) Taylor (the campaign PR agency)}