Guinness, an iconic name in the brewing world, has been synonymous with premium quality and rich flavours since its inception in 1759 by Arthur Guinness. Recognised by its famous harp logo, which also serves as Ireland's national emblem, Guinness has built a global reputation for excellence, particularly in draught beer. As a brand rooted in tradition yet open to innovation, Guinness sought a luxurious, festive product for the 2023 holiday season to elevate their brand presence.
For Christmas 2023, Guinness partnered with Magellan to create an exclusive, high-end 12-day advent calendar. The concept was to offer consumers a unique experience by revealing a miniature bottle of premium alcohol each day, reinforcing the Guinness brand’s association with luxury and sophistication.
Magellan crafted 200 of these exclusive 12-day advent calendars, ensuring that the design and craftsmanship reflected the premium nature of the Guinness brand. The exterior of the advent calendar is adorned with a full-colour print that is visually striking and engaging. To enhance its appeal, a matte lamination and an unprinted anti-scuff layer were added, ensuring both durability and a refined, sophisticated finish.
Constructed from high-quality rigid board, the calendar's structure is solid and enduring. Its dimensions, 158mm x 205mm x 122mm, provide ample space for the miniature bottles inside, each tucked away in a drawer measuring 120mm x 50mm x 50mm. The drawers are made from 3mm greyboard and follow a practical 4x3 layout, combining aesthetic elegance with user-friendly functionality. Each drawer is designed with a die-cut fold, allowing for easy access to the alcohol inside, while still maintaining the element of surprise.
To ensure this advent calendar stood out in the competitive alcohol market, Guinness curated a selection of 12 miniature bottles, offering a diverse range of flavours and brands to appeal to a broad audience. The selection included well-known names like Smirnoff Original, Chase, Smirnoff Raspberry, Gordons Gin Original, Captain Morgan, Tanqueray Blackcurrant Royale, Johnnie Walker, Tanqueray London Dry Gin, Gordons Pink Gin, Tanqueray No. 10, and Baileys.
The crowning moment comes on the 12th day, when the calendar reveals a bottle of Guinness, a fitting conclusion to a premium collection of drinks. The careful curation of the alcohols, combined with the exclusivity of the calendar, made it a highly sought-after gift for the holiday season.
The advent calendar’s exterior was carefully designed to capture the spirit of the holiday season while staying true to Guinness’s brand identity. A luxurious snow-themed design in the iconic Guinness gold color created instant recognition, making the calendar a standout gift for Christmas 2023. The matte lamination, combined with the anti-scuff layer, ensured the calendar maintained its elegance throughout the holiday season.
Each drawer also contained a scannable barcode, which allowed recipients to learn more about the specific alcohol revealed each day. This interactive feature added an educational and engaging dimension, transforming the calendar into not just a gift, but an immersive experience.
Looking to countdown to a product launch? Wanting to thank your straff? Bespoke advent calendars are becoming an increasingly effective strategy for businesses because they showcase products and capture the attention of many. Recognising this, Guinness leveraged such strategies to help them stand out in the highly competitve drinks industry. Explore the finer details of the luxurious Guinness 2023 Drinks Advent Calendar below!
Enhanced Anticipation - To heighten the excitment, the Guinness advent calendars featured double doors that facilitated the unveiling process, revealing the 12 draws inside. This design creates a sense of luxury and left recipients eager to explore further upon first impressions.
Captivating Print - Each advent calendar featured a full digital print, and keeping with the festive season, Guinness chose a desgin that subttly showcased this theme while also highlighting their name; this clever design allowed for instant brand recognition. To enhance durability, the calendars included anti-scuff lamination to maintain their pristine condition.
Large Branding Area - These 12 day calendars, with internal dimensions of 258mm x 205 mm x 122mm, provide a substantual space for branding options in which Guinness took advantage off; showcasing their name and brand logo. This underlines the attention to detail that went into creative process of the luxurious advent calendars.
Element of Safety - The advent calendars were designed to ensure the safety of the 12 miniature bottles of alcohol they contained, preventing any damage during transportation abd avoiding disapointed recipients. Made from rigid board material, the calendars featured a draw alignment of 4x3 for added support; these thoughtful details were implimented with recipient's satisfaction in mind.
The success of this project is evident; it engages an audience with its beautiful design, which allows for instant recognition. This strategy places Guinness at the forefront of the drinks market throughout the festive season - moreover these advent calendars create long-lasting impressions among recipients.
Interested in creating your own? Contact us today at sales@magellanworld.com or +44 (0)1276 450220
