Singapore - GUINNESS Singapore today launched its stunning new packaging on the GUINNESS Foreign Extra Stout (GFES) variant, at a custom-built pop-up bar in the heart of the city. Hosted by GUINNESS' Global Master Brewer Fergal Murray, specially flown in from Dublin, Ireland, Singapore is the first market in the world to launch the new design that pushes boundaries with more style and more soul.
From the beauty of the metallic gold finishes, the standout yellow racetracks of colour and the layering of contemporary typography, the new GFES livery invites the eye and draws the drinker in. The iconic 'Ang Ji Kao' or Red Tongue Dog remains on the neck label as a classic icon of Guinness in Singapore. The generous swoop of Arthur Guinness' signature not only adds to the new livery's premium aesthetic, but also pays homage to the provenance, craft and authority of the world's favourite stout, adding a new sense of quality and ritual to this adored drink.
"GUINNESS Foreign Extra Stout is GUINNESS with adventure in its soul, an icon that rewards the drinker with its rich taste and magnetic presence. In our new design we aim to reflect that characterful flavour in both look and style," said Mr. Rene De Monchy, Head of Marketing at Asia Pacific Breweries Singapore.
In the spirit of premium experiences and the most full-flavoured variant of all the GUINNESS brews, GUINNESS Singapore has custom-built a travelling pop-up bar which features an interactive raw ingredient wall and a special showcase of the brew kettle and bottling line.
An elegant island bar for special samplings also features in this pop-up, where visitors will be taken through the time-honoured three-part pour, a signature for the GUINNESS brand.
The lush pop-up bars will feature at four locations from 10 October to 3 November 2013:
10 - 11 Oct One Raffles Place 11am - 8pm
19 - 20 Oct Ang Mo Kio Hub (Open Plaza Entrance) 11am - 9pm
25 - 27 Oct I12 Katong 11.30am - 9pm
02 - 03 Nov Wisma Atria 12pm - 9pm
"GUINNESS is undoubtedly one of the longest established beer brands in the Singapore, and its Foreign Extra Stout variant is a combination of tradition and heritage, having cemented its position as the nation's much loved brew over the past 145 years. Its characteristic bittersweet palette delivers an extraordinary drinking experience that meets every occasion. Seekers of a full-flavoured beer will find that a chilled GUINNESS is both striking and refreshingly crisp - definitely the most distinctive beer in the world!" said Global Master Brewer, Fergal Murray.
The new GFES livery comes as GUINNESS fans across Singapore celebrated Arthur's Day on 27th September, and is the latest step forward to bolster GUINNESS' position as the most distinctive beer in the world, and amongst Singapore's best loved brews. The livery will continue to include GFES pint and quart bottles, as well as the 500ml and 320ml cans, available island-wide.
GUINNESS should always be enjoyed responsibly. For more information, visit www.DrinkiQ.com.