Guinness is a brand that is known for the deep, dark color of the stout it produces, thanks to a portion of barley that is roasted to create its characteristic look and taste—but 'Guinness Clear' is being introduced as an entirely new drinking experience. Guinness Clear is described as having "a flavor unlike anything else" and a composition to match, as it is made of 100% H2O.
With the rise of clear coffee beverages, beer and transparent whisky spirits, the marketing for Guinness Clear seems all the more intriguing. In a push to get people feeling more comfortable about ordering water on a night out, Guinness is reminding consumers to stay hydrated, moderate their drinking and space out their drinks. According to master brewer Joseph Glendenning, "We created Guinness Clear to help you feel the benefits of spacing your drinks with water."
Branded Tap Water Campaigns
The 100% H2O 'Guinness Clear' Promotes a Safe Drinking Experience
Trend Themes
1. Clear Beverages - The rise of clear coffee, beer, and transparent whisky opens up opportunities for innovative and unique beverage experiences.
2. Hydration Campaigns - Brands can leverage the importance of hydration to promote responsible drinking habits and create engaging marketing campaigns.
3. Health-conscious Drinking - Consumers' growing interest in wellness provides a space for brands to offer healthy and refreshing drink alternatives.
Industry Implications
1. Beverage Industry - The beverage industry can explore the development of clear beverages and innovative water-based products to tap into evolving consumer preferences.
2. Marketing and Advertising Industry - Marketing and advertising professionals can create campaigns that promote the benefits of hydration and responsible drinking to build positive brand associations.
3. Wellness Industry - The wellness industry can partner with beverage brands to provide healthy and hydrating options that align with consumers' focus on overall well-being.