Beloved beer brand Guinness is giving back to the community and hoping to encourage its fans to do the same, especially during the season of giving, with its new 'Guinness Gives Back' pack. With five regional cans including New York, California, Chicago, and Boston, and one national pack, the initiative hopes to support Americans.
For every Guinness Gives Back pack produced, Guinness is donating $1 ($750,000 in total) to charitable organizations. The national Guinness Gives Back America pack will proceed will be donated 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, on the other hand, will support local food banks fighting food insecurity rates due to COVID-19 or other reasons in each market,
Nikhil Shah, the Guinness Brand Director, commented on the initiative, stating: "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. The Guinness Gives Back pack re-enforces our commitment to uplifting American communities as we rebuild and emerge – together."
Beer-Branded Charitable Donations
The 'Guinness Gives Back' Pack Funds Community Relief Efforts
Trend Themes
1. Charitable Donations - More businesses can follow the lead of Guinness in incorporating charity initiatives into their product offerings to attract socially conscious consumers.
2. Regionalized Packaging - Creating product packaging tailored to specific regions can increase consumer engagement while providing local support for communities in need.
3. Corporate Social Responsibility - Companies can adopt a corporate social responsibility strategy like Guinness to build brand loyalty and distinguish themselves from their competitors.
Industry Implications
1. Alcohol - Beverage companies can incorporate charitable donations into their product offerings to enhance their brand image and attract socially conscious consumers.
2. Food Banks - Food banks and other non-profits can benefit from partnerships with businesses who are willing to donate a portion of their profits to support charitable causes.
3. Marketing and Advertising - Marketing and advertising agencies can assist businesses in developing and executing socially responsible initiatives that align with their brand values and target consumer preferences.