ABOUT GUINNESS FOREIGN EXTRA STOUT

*ABOUT GUINNESS FOREIGN EXTRA STOUT*

- Guinness Foreign Extra Stout (FES) is perhaps the most popular Irish beer brand in the world

- First brewed by Guinness in 1759, FES was designed for export, and is heavily hopped and typically has a higher alcohol content (7.5% ABV), which gives it a more bitter taste.

- It was first brewed in Sierra Leone, by the Sierra Leone Brewery Limited in October 1967

- In 2011, over 4 million hectolitres of the beer were sold in Africa, where Diageo intend to grow the product into the continent's highest selling beer.

- Guinness is an iconic brand, famous for its extraordinary and inimitable marketing and has evolved over years with different pack sizes to meet the increasing complexity and dynamic consumer preferences especially to suit the trendy millennials.

- Arthur Guinness, founder of Guinness, was influenced by the vision of the Methodist reformer, John Wesley, who often said, “Make all you can, save all you can and Give all you can” and he build his Company around these values. The generosity that has been embedded in the Guinness way of life is still inherent as it continues to demonstrate its spirit of philanthropy across the world. In 2015 at the peak of the Ebola, Guinness DIAGEO, contributed over £200,000 both in cash to fight against Ebola in Sierra Leone and Guinea. Communities within Wellington in Freetown have also benefitted with over 40 taps in 2011.

- Creativity reigned at Guinness for nearly all of its 250 years and this has led to the Guinness Book of World records – a book first published to answer bar bets where pints of Guinness were consumed. This is among the several other innovations embarked upon by the Guinness Company which has rewarded the Company numerous awards and accolades.

- The #madeofblack Campaign is a bold new Pan-African campaign which is part of the global GUINNESS® Made of More™ platform. It shines a light on a movement being created by a new generation of Africans whose boldness cannot be contained and who are fueling a new, progressive spirit of Africa. This campaign is a celebration of an attitude that epitomizes individuals who aren’t afraid to truly express themselves

*THE NEW ARIEL GUINNESS BOTTLE*

- This new bottle, with the nomenclature Ariel bottle, has a Sleek distinguishing golden foiled wrapper head protecting the new black top crown cork

- It has embossed unique harps on the shoulder of the new bottle which enables it to stand out from other “stout”.

- The 33 cl bottle is exceptionally black in colour, sleek, trendy and particularly easier to handle. This supports the platform of its profile as a never to be forgotten drink for all occasions and for the celebration of life.

- The label complements the blackness of the bottle portraying the black attitude with distinctive golden colour with the authentic signature of Arthur Guinness himself.
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*Produced, Marketed and Distributed by Sierra Leone Brewery Limited*