Latest news with #JoyceHe
Yahoo
07-05-2025
- Business
- Yahoo
Guinness, Ireland's Favorite Stout, Wants to be American Too
The Guinness ad chronicles a journey across all 50 U.S. states. - Guinness, Uncommon Guinness traversed all 50 U.S. states for an ad campaign attempting to win over American drinkers to the Irish stout. Today, the Diageo brand is debuting its first campaign developed by Uncommon Creative Studio New York after hiring the agency last year. "A Lovely Day" is a modern interpretation of the stout brand's long-running tagline, "Lovely Day for a Guinness," which began appearing in ads during the 1930s. The new film, running on TV, digital, and social media, is a celebration of community. It chronicles a 5,057-mile journey across the nation, capturing snapshots of real people and diverse groups from every state. The 50 communities featured in the campaign include a brass band in New Orleans, an ice-fishing competition in Minnesota, a rugby team in New Mexico, and a plumbers union in Chicago. "We met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll," Joyce He, vice president of Guinness, said in a statement. "It's a refreshing reminder that we all thrive the most when coming together as communities." The work will be the centerpiece of Guinness's Lovely Day Project, which it introduced last month ahead of St. Patrick's Day, inviting people across the U.S. to share celebrations and stories. Along with the new ads, Guinness will release a limited edition draught stout can, designed by Los Angeles graphic artist Sebastian Curi. A lovely time for stout With its new campaign, Guinness is looking to carry its popularity from its home base of Ireland and the U.K. across the Atlantic. Guinness brought on Uncommon, the hot shop that expanded to the U.S. from London in late 2023, amid a surge of stout sales worldwide. While overall beer, wine, and spirits sales fell by 1.6% in the U.K. last year, demand for stout in supermarkets increased by 13%, per NielsenIQ. Guinness is helping influence this trend and driving momentum at owner Diageo, delivering double-digit growth for an eighth consecutive half-year, according to Diageo chief executive Debra Crew in the company's latest earnings report. Recently, the Irish stout brand has been focused on widening its consumer base, particularly among younger people and women, and changing its reputation as an "old man's drink." Guinness's marketing has helped boost its popularity among Gen Z, inspiring TikTok challenges like "splitting the G." Some U.K. pubs even reported a shortage of the drink earlier this year. MAHA and DEI discussions shared the spotlight with natural products at 2025 6 Sizzling Food Trends Marketers Need to Know
Yahoo
06-03-2025
- Entertainment
- Yahoo
Introducing the Guinness Lovely Day Project
Guinness is looking for real stories of people coming together over pints. This St. Patrick's Day, share photos of your celebrations — and we might feature your story in our upcoming project. NEW YORK, March 6, 2025 /PRNewswire/ -- Real people, real stories, real moments over a pint. Introducing the Guinness Lovely Day Project, a coast-to-coast search to celebrate and share what brings people together over pints. Starting this St. Patrick's Day, snap and share photos of your celebrations with Guinness, and we might feature you and your friends in our next ad! "Guinness is made by our brewers, but it's always been brought to life by the people who enjoy it," said Joyce He, Vice President, Guinness. "We want to find and tell the real stories of the people behind the pints, and highlight what a 'Lovely Day for a Guinness' really looks like. I know we will uncover an incredible range of moments filled with genuine fun, connection, and celebration — what St. Patrick's Day is all about!" Guinness has partnered with POV to help you quickly and easily snap and share your St. Patrick's Day celebrations with us. Simply scan the QR code if you see it in the wild, or visit to add your photos to our official Guinness St. Patrick's Day camera roll. In addition to posting these moments to @GuinnessUS social handles, and even putting some on billboards, we might feature your story in our new commercial later this year. As part of this ongoing nationwide search, Guinness will travel to every corner of the country to uncover and share particularly unexpected moments of connection, aiming to create a vibrant portrait of communities coming together to do what they love. Stay tuned for more soon. Beyond the launch of the Guinness Lovely Day Project, Guinness is bringing the best St. Patrick's Day vibes wherever you are: 40 Days of Guinness Giveaways: To count down to St. Patrick's Day, Guinness is hosting a consumer giveaway sweepstakes, with different prizes up for grabs every day – including a grand prize trip to the new Open Gate Brewery in London. Visit to enter for a chance to win. Misneach Festival: Guinness is partnering with Dermot Kennedy's new annual global music festival, Misneach, in celebration of Ireland's rich music history. Stay tuned to our social channels for a chance to win tickets at the stateside Boston, MA shows, St. Patrick's Day week! America's Most Storied Parades: Guinness will march in dozens of parades across the country, including in New York City, Boston, Chicago, Savannah, and San Francisco. Chicago's Annual River Dyeing Festivities: On March 16, Guinness will once again be the official sponsor of the annual Chicago River dyeing, in partnership with our good friends at the Chicago Plumbers Union. Guinness Open Gate Brewery Chicago: Our home in the Midwest will host live music, amazing food, dancers, and entertainers. Serving our St. Patrick's Day brews (Irish Breakfast Amber and Clover Honey Ale), all month long. Come in for a pint, a bite or some custom merchandise to celebrate the holiday in Chicago. Guinness Open Gate Brewery Baltimore: Guinness' home on the East Coast is bringing back a fan favorite: the Irish Village. From March 1-17, you'll find custom merchandise, local vendors, and immersive experiences out on the great lawn. Pop-Up Bagels: Guinness is teaming up with PopUp Bagels to bring you a limited-edition cream cheese schmear just in time for St. Patrick's Day! This epic collaboration blends PopUp Bagels' ultra-fluffy schmear with the smooth, creamy flavor of Guinness Draught, creating a velvety spread that's perfect for bagel and beer lovers. From March 13 to March 19, find the Good Time for a Guinness "Stout Schmear" at all PopUp Bagels locations, and for a very limited time PopUp Bagels will be available in Chicago, exclusively at the Guinness Open Gate Brewery ahead of the Chicago River Dyeing tradition (Friday, March 14, pre-order and limited walk ins). Victor Victor Worldwide: working together with Victor Victor Worldwide, we will be bringing Irish pub culture to life and serving up Guinness pints with an immersive pop-up in partnership with Clover (photographer Cian Moore) and the Dublin-based creative collective Chamomile Club. Check it out throughout the week of St. Patrick's Day, beginning on Tuesday, March 18, at Victor Victor Worldwide HQ (378 Broome St., New York, NY). Follow @GuinnessUS across social media to stay up to date on all the lovely days this month has to offer. Remember, if you're taking a break or not drinking at all, try a Guinness 0 to keep the St. Patrick's Day celebrations going. No matter where you are, when you're with your people, it's a Lovely Day for a Guinness. About GuinnessThe Guinness brand was established in 1759, when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at About DiageoDiageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit Visit Diageo's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow Twitter and Instagram for news and information about Diageo North America: @Diageo_NA. MEDIA CONTACTS:Kelly Pepe, diageobeer@ View original content to download multimedia: SOURCE GUINNESS Sign in to access your portfolio
