A combination of the new and the familiar, the new look sees the return of the familiar circular shaped labels that long-time fans will recognise from past designs, but with an updated design, inspired by the corona of the sun’s rays during an eclipse.
At the centre of it all is the iconic Guinness harp, a symbol of the brand for more than a century. The bulldog, the symbol most closely associated with Guinness in Malaysia, also remains as a prominent feature on the new label.
To accompany the launch of the new-look packaging in Malaysia, Guinness recently launched a campaign to highlight the beer’s emphasis on flavour, as an accompaniment and ingredient in food.
In collaboration with top local chef Johnny Fua from Hello @ Kitchen Mafia, Guinness created a collectable recipe book which uses Foreign Extra Stout in a wide variety of dishes.
From traditional favourites like Guinness-infused pork ribs and unique takes on Malaysian classics like pan mee and buttermilk prawns, to completely new creations such as Guinness pork jerky, the recipe collection shows the versatility of the brew outside of a glass.
Also included in the recipe book is a selection of dishes typically found in Malaysian eateries that pair perfectly with Guinness FES as an accompaniment, including dried bak kut teh, fried carrot cake and asam pedas fish with salted egg. Alongside these recommendations are three unique methods of pouring Guinness FES, each one emphasising a different facet of its complex flavour, bringing out the richness, hop aroma, and even a sweetness not often thought of as a key characteristic of the famous black brew.
Fans can get their hands on the limited-edition collectable recipe book by taking part in one of a series of activations that will be visiting coffeeshops and food courts across Malaysia in the coming months.
After learning about the quality ingredients and brewing processes, they will receive the recipe book as a gift with purchase of Guinness FES. Selected recipes will be available at Guinness Malaysia’s Facebook page for those who cannot make it to an activation near them. The new-look Guinness Foreign Extra Stout is now available nationwide.