Guinness Changes Tradition with Contemporary New Look

DIAGEO-Guinness USA decided it was time for change and gave the traditional Guinness packaging a contemporary new look, which debuted on Guinness Draught cans and bottles last month. The new look features a modernized version of the classic logo featured on both the front and back of cans and bottles. Previously, the logo was featured prominently only on the front side. The new logo is streamlined with an enlarged harp, the national symbol of Ireland, and text that reads "Estd. 1759" in reference to the year Guinness was first brewed. In addition, the holding bars and the Arthur Guinness signature were removed from the logo. The signature now appears in silver text at the bottom of Guinness Draught cans and bottles, creating a cleaner and more streamlined look. "While the Guinness packaging may have an updated look, what's inside the cans and bottles is still the same authentic taste that comes straight from St. James's Gate in Dublin," says Daryl Benton, vice president, Guinness.