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Guinness Recruits Retired Jocks For Major U.S. Thrust

Diageo's Guinness unit is introducing two versions of its Irish stout to the U.S. market and launching a big marketing push that includes ads on ESPN and other channels starring such sports figures as retired football star Jerome Bettis and his former coach, Bill Cowher. The campaign expands on "Fortune Favors the Bold," the tagline introduced last year, David Kesmodel reports.

"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.

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