Guinness: Draught In Can Redesign

Packaging: Branded – Drink

Jones Knowles Ritchie

EXECUTIVE SUMMARY

When it comes to Guinness, it is generally the drinker's choice to have a pint in the pub, where the brand accounts for 7.9%of all draught beer sales1.

Despite the Guinness Draught In Can (GDIC) product being a faithful replica of the pub pint in blind tastings, the perception that it is somehow inferior to the experience in the pub has contributed to the brand taking less than 3% share of beer sales in supermarkets in September 20092.

As consumers shift their drinking occasions into home, Guinness commissioned a new design to help encourage consumers to purchase their packaged product