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Guinness Gives Back Pack Funds Community Relief Efforts

Purchase will trigger donations to agencies serving the disadvantaged.




Guinness 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 eight pack.

Purchase of the national Guinness Gives Back America eight 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 new product line in customized packaging 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 StateCalifornia Association of Food BanksGreater Chicago Food Depository, and The Greater Boston Food Bank.

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 eight pack of beer are available in New York (metro area and New York State), California, Chicagoand Boston. In other areas of the country, a national version is available. Each eight pack has a designated charity that will receive a donation.

The package design also aims to help Guinness’ brand fans celebrate the holiday season responsibly, with imagery honoring the specific area served or the entire country.  Each pack contains eight 14.9-oz. cans of Guinness Draught Stout.

“The Guinness Gives Back pack re-enforces our commitment to uplifting American communities as we rebuild and emerge—together,” says Nikhil Shah, Guinness brand director.

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. In Baltimore, home of the Guinness Open Gate Brewery, Guinness donated $1 million to local organizations supporting social justice.


The brand is supporting the limited-edition offering in the versioned packaging with a social media campaign. Brand fans can follow along as Guinness spreads more holiday magic this season by visiting or following @GuinnessUS on InstagramTwitter and Facebook. To show their support and trigger an additional $1donation (no minimum; up to $100,000) to the Guinness charity partners collectively, consumers can tag @GuinnessUS and one of the following charity partners on social along with the corresponding hashtag:

  • @DirectRelief and #GuinnessGivesBack
  • @FoodBankAssnNYS and #GuinnessGivesBackNY
  • @CAFoodBanks and #GuinnessGivesBackCA
  • @FoodDepository and #GuinnessGivesBackCHI
  • @Gr8BosFoodBank and #GuinnessGivesBackBOS

Posts must be made by 12/31/20 at 11:59:59 p.m. ET. Only qualifying posts will result in an additional donation.





Linda Casey is the editor-in-chief of BXP.

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