"Connecting Guinness with sports is the perfect way to bring boldness to life: It takes bold moves, bold plays," says Patrick Hughes, U.S. brand director for Guinness. Rugby and soccer feature
prominently in the brand's advertising overseas.
Diageo also has begun a national rollout of Guinness Foreign Extra Stout, which has more hops and alcohol than the stout currently sold in the U.S. And last month, it began test-marketing Guinness Black Lager, the first lager version of Guinness in the U.S., in Chicago and San Diego.
advertisement
advertisement