Dear Guinness, We Wish You A « Good » Centenary!


Today it seems only natural that one of the world’s best known speciality beers is included in the portfolio of a group dedicated to brewing traditional beers for connoisseurs.

Belgian fans of exceptional beers were immediately flattered by Guinness Special Export and fell for the charms of this version of the famous stout, which was brewed specially for the Belgian market.

While Guinness Special Export shares the qualities of the original Irish beer, the Guinness brewery, at the request of John Martin, brewed an exclusive beer that is dense in the mouth with 8% alcohol and intense flavour. The famous slogan “Guinness is Good for You” clearly did the rest.

What’s great about Guinness is that you can find it almost everywhere in Belgium, in the best traditional Belgian cafés as well as in the liveliest Irish pubs.

It therefore continues to be a strong symbol of the ingenious impact abroad of the Irish as well as epitomising their legendary sense of conviviality. This beer is also proof that John Martin has always picked beers that embody the value of craftsmanship and the art of creating an original product.

One hundred candles for a unique head!

Everything you always wanted to know about... Guinness

The logo: In terms of identity, Guinness has always been a very inventive brand. The typography of the name, underlined by the signature of Arthur Guinness himself, is always there. And to underscore its Irish origins, Guinness has used the Celtic harp as a symbol since 1876. As proof of its importance in the country, the Republic of Ireland adopted it as its national emblem in 1922. On the Irish flag however the harp is turned to the right, to differentiate between the national emblem and the beer logo.

The brand’s other well-known symbol is the toucan, which is linked to one of the first Guinness ads that starred the animals of Antwerp Zoo. The name also plays on the similarity of the bird’s name with an order of “two cans” of Guinness, of course!

The Guinness two-pour: Guinness fans always follow the ritual of the two-pour, pouring the beer into the glass but allowing it to settle before topping the glass up. In Ireland, a very religious country, pubs used to open just before vespers (a moment of silence and recollection). The barmen who had already started to serve their patrons would thus briefly stop what they were doing before continuing to serve. Another ad for the brand referred to this ritual with the tagline “Good things come to those who wait!”

The Guinness Book of Records: The world-famous book, which nowadays is no longer associated with the beer, was the outcome of a discussion during a hunt comparing the speed of two birds. In 1955, the brewery’s chairman, Hugh Beaver, decided to publish a book that would provide an answer to all the comparative bets that fuelled discussions in pubs, along with a pint of Guinness. Ever since, an annual edition of the book publishes all the records that have been set around the world, from the more traditional (world of sports or industry) to the craziest.