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Custom ‘Guinness Gives Back’ Pack Funds Community Relief Efforts

Guinness is launching custom cans that trigger donations to community charities helping those in need over the holidays as a result of the COVID-19 pandemic or other challenges.

Guinness Gives Back America Can

Irish stout maker Guinness recognizes that while the holiday season may look different this year, the spirit of giving and goodness will never be stronger, as we all look to lift each other up. That’s why it is giving back to communities that have long made its classic stout a part of their holiday celebrations with a new limited-edition Guinness Gives Back pack.

For every Guinness Gives Back pack produced, Guinness is donating $1 ($750,000 collectively) to charitable organizations in the U.S. Four regional versions of the pack are available in New York (metro area and New York State), California, Chicago, and Boston. In other areas of the country, a national version is available. Each pack has a designated charity that will receive a donation.

See: Jones Soda Labels Convey ‘Messages of Hope’ Amidst COVID-19

For the customized can, in place of the harp graphic traditionally used on the packaging, artwork shows a tulip glass at the bottom with a foaming pint of Draught Stout. Within the foam of the stout is a graphic of an iconic scene from each state. The "America" version shows the outline of the U.S., with a shamrock in the center. Above the glass of stout is the copy, “Guinness Gives Back,” followed by the name of the state or “America,” in the case of the national version.

The national Guinness Gives Back America pack will trigger donations to Direct Relief, a global organization that seeks to improve the health and safety of those affected by poverty and emergencies—without regard to politics, religion or ability to pay. The regional packs will support food banks working to combat the increase of food insecurity rates due to COVID-19 or other reasons in each market, including Feeding New York State, California Association of Food Banks, Greater Chicago Food Depository, and The Greater Boston Food Bank.  

See: Limited-Edition Jägermeister Bottle Created to #SAVETHENIGHT During COVID-19

“With many of the usual holiday cues missing this year, we wanted to spread some holiday magic and help support those who have long supported us in the U.S.,” says Nikhil Shah, Guinness Brand Director. “The Guinness Gives Back pack reinforces our commitment to uplifting American communities as we rebuild and emerge—together.”

Beer lovers can find Guinness Gives Back packs in stores nationwide while supplies last. Each pack contains eight 14.9-oz cans of Guinness Draught Stout with the customized imagery.

The release of the Guinness Gives Back packs comes on the heels of Guinness' commitment of $2 million to COVID-19 relief efforts and organizations who support equality and social justice. This spring, the brand increased its initial $500,000 donation to $1 million to help local communities and the restaurant/bar industry recover from the pandemic.

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