Guinness revamps glassware and signs Sky deal

Guinness has become the official partner of Sky 3D and has a new design for its classic tulip-shaped pint glass.

The deal with Sky will last until May 2011 and will be launched in pubs across the UK. The new package includes screenings of six premier league matches in 3D.

The partnership is part of Guinness’ “bring it to life” campaign and ties in with its long-running association with sports such as rugby.

During the six matches, Guinness will show its adverts in 3D for the first time. Point of sale kits will include the Guinness logo on pairs of 3D glasses.

Paul Cornell, Guinness marketing manager at Diageo, said: “We’re delighted to be partnering with Sky 3D to bring sporting events to life in pubs. Showing Sky 3D TV on a big screen, within a pub atmosphere offers consumers something they can’t recreate at home and gives licensees a new and exciting point of difference to offer their customers.”

Guinness has also unveiled a new design for its glassware with particular emphasis on the brand’s iconic harp logo.

The new design has a thicker base and is taller and slimmer making it harder wearing and easier to stack. It has also been designed to be well above the safety standard currently required for glassware in pubs and bars.

Guinness said that new glassware carrying a company logo could deliver, on average, a 4% increase in sales and hoped for a similar result with the new product.

Rupert Millar, 13.04.10