​​

In Ireland, Guinness isn’t just a beer, it’s a religion. And the way it’s poured, a sacred ritual. Always served in a proper Guinness glass. Outside of the pub, many people don’t own a proper Guinness glass. To restore the ritual, we first had to break it. For the first time in our history, we showed our Guinness in the worst possible glasses. Once we had peoples attention, we offered a swap, the wrong glass for the Guinness one.