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A round of applause
Few enterprises make it to 100 years in business, so one that survives and prospers for a quarter of a millennium must be doing something right
F
ew enterprises make it to 100 years in business, so one that survives and prospers for a quarter of a millennium must be doing something right.
Guinness is celebrating 250 years of producing the world’s best-selling stout — and everybody is invited.
Raise your glass: Guinness drinkers around the world from Asia (Courtesy of Guinness)
On Sept. 24 (aka Arthur’s Day), at about 5.59 p.m. (or 17:59), millions of beer drinkers around the world will raise a glass in the name of Arthur Guinness, founder and master brewer of Guinness’s most popular product to date: a dry, malty stout topped with a creamy white head.
After 250 years, one would think the brand would have fallen behind its younger, fresher competitors or even quit the race altogether — not Guinness, though.
In 1759, when Arthur signed the famous 9,000-year lease on a four-acre brewery in Dublin’s St. James’s Gate, now Guinness’ headquarters, he saw what no one else did: Beer — like tea and coffee — was going to be the beverage of choice for thousands. And so it happens that, in today’s highly competitive market, his particular brew continues to generate big bucks.
Two billion pints a year, 10 million glasses a day, sold in 150 countries.
So it is only natural for the company to launch a no-expenses-spared celebration. The highlight will be the bash at St. James’s Gate, where 2,000 guests will drink, feast and get merry with entertainers such as Tom Jones, The Black Eyed Peas, Jamie Cullum, David Gray, Estelle, Sugababes and many others.
“Undoubtedly, it will be the event of the year,” says John Galvin, a representative of Guinness International, at a stopover in Jakarta. “This is our way of thanking our consumers, because they have made Guinness what it is today.”
In preparation for Arthur’s Day, Guinness is challenging drinkers to get creative and be rewarded for it. Blogging and photo competitions were held between April and July this year.
The winners have the chance to win various prizes, such as a free trip to Dublin, Ireland, to attend the celebration on Sept. 24, or tickets to The Black Eyed Peas in concert in Kuala Lumpur, Malaysia.
Still, that’s not the best part.
“We’re giving away three opportunities to three remarkable experiences,” Galvin announced at a media gathering on Aug. 6 at Djakarta XXI Theatre Club. “Everyone can submit an application for a maximum of once a day from now until September 24 on our website — and whoever wins will be able to take two of their friends with them to enjoy these experiences.”
Remarkable experiences to reflect those 250 remarkable years — Guinness is offering three once-in-a-lifetime opportunities for three individual winners.
“We’re taking you some place black,” says Ken Holim, marketing manager of Guinness Indonesia.
The “blackness” refers to Guinness being recognized around the world as the “black beer” or “dark ale”, although the actual color of the drink is more dark ruby red due to the variety of ingredients it incorporates.
But that isn’t the kind of “black” Ken is referring to.
“You will never believe this,” says Galvin. “But we’re going to send you to space, take you to an underwater bar designed specifically for Guinness and invite you to The Black Eyed Peas’ private concert in an undisclosed location — well, you and two of your friends.”
By submitting an application on www.guinness.com, you will be one of the hundreds and thousands of candidates who may just be lucky enough to: ride the Virgin Galactic and look at the earth from 1,000 miles away while floating around in a rocket ship weightlessly and screaming “I’m the King of the World!” to an audience of six people (including the family of Richard Branson); drink a pint (or two) of Guinness’ finest brew 70 meters below sea level in Norway’s Lofoten Islands while sticking out your tongue at passing sharks and other scary-looking marine creatures from inside the world’s first deep sea bar; or get an intimate sing-along session with The Black Eyed Peas.
Why do it now, though — and not wait, say, another 50 years?
“Because we wanted to do something spectacular this year,” says Galvin. “And 250 years is an important milestone — a quarter of a millennium. We figured this may be the perfect time to do it.”
Even better, from October until the end of the year, Guinness Indonesia will go on tour and hold
a road show across 10 key cities in the region.
There will be games, live performances, food, drinks and giveaways to represent all five continents around the world where Guinness generates the highest sales.
When it comes to the “Guinness way” the possibilities seem endless, and while it would be exciting
to go to space, explore the submarine world or chill out with a popular band, one can’t help but wonder if it’s worth the effort, the time spent preparing for the event and the money.
Would it not have worked better if Guinness were to donate however much they’ve spent for charity?
“Arthur Guinness was a major philanthropist,” says Galvin. “And the foundation of Guinness as a company has always looked out for the welfare of its employees and those who are less fortunate. We are doing [this event] to honor Arthur, and our consumers — but we have not forgotten our social duties.”
Ken later explains that Guinness Indonesia is involved in a number of charity events as well as other community programs, with plans in encouraging Indonesian youths to come together and work toward achieving positive goals.
“It is part of our campaign,” says Galvin. “To help the local community no matter where we are, because we believe everyone should have the opportunity to create a better future for each other.”
Asked whether Guinness has any plans to expand its market and reach out to previously untapped segments, Galvin responds, “If what you mean by untapped segment is non-drinkers, then the answer is ‘no’, because we are only interested in attracting the attention of drinkers. Even so, we are very strict about the importance of drinking responsibly.”
At present, Guinness Indonesia is leading the Asian market — the sixth largest in the world. Because of this, Indonesia will get a head start in the race for the three ultimate prizes. If Arthur were alive and well today, he would have told you to go for it — who knows, you may even be fortunate enough to set a new record in the Guinness Book of Records.
From Dublin to New York to Accra to Jakarta — Guinness continues to live up to its founder’s tradition of achieving the impossible by constantly pushing forward and beyond expectations.
So, raise your glass high in the air and join the festivities. To Arthur everybody!
