Not every beer brand is focused on
spending money on the Super Bowl; one is using the backdrop of the big game as a platform for charity.
This week Guinness and NFL Hall of Fame legend Joe Montana came together for a day of
service for the SF-Marin Food Bank. As a part of the Guinness Give Back program, the brand's national community impact platform, hands-on volunteers prepared hundreds of meals.
“Guinness
Gives Back isn't about just supporting financially. It's about genuinely showing up, supporting and rolling up our sleeves to do the work alongside the communities that have long supported us,”
said Karissa Downer, director of Guinness in the U.S. “Joe embodies everything Guinness and this platform stand for: authenticity, goodness, and a genuine commitment to the community. Bringing
this effort to the Bay Area, where his legacy was built, made this moment especially powerful.”
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Also this week, the brand rolled out its Guinness Legends Lager, a limited edition pale
wheat lager. The new brew was created in “close collaboration” with Montana, who drew inspiration from an early NFL team trip to Germany where he was first introduced to wheat beers with
his teammates.
The Guinness Legends Lager is described as “designed to be approachable and shareable… light, balanced, and easy drinking” and has a 4.3% ABV. The limited
edition brew is currently available in the San Francisco, as well as at Guinness Open Gate Brewery locations in Chicago and Baltimore, while supplies last.
The new lager’s drop also
benefits the SF-Marin Food Bank, as Guinness will donate $5 for every 4-pack sold to the nonprofit, up to $35,000.