GUINNESS OPEN GATE BREWERY

INSIGHTS X BRAND X CULTURE

INPUT

World-famous brewery Guinness opening a new brewery in Chicago? That’s a big deal. DIAGEO knew they needed a partner to drive innovation for this new initiative, so they called a team they knew they could trust. Without hesitation, GERTRUDE walked up to the bar, raised it, and got to work on an innovative strategy fueled by creative firepower.

OUTCOME

Tapping into the agency’s expertise in connecting brands with culture, GERTRUDE showed how Guinness’ Open Gate Brewery reflected Chicago’s true essence. “Inspired by Chicago. Crafted by Guinness.” became the brand platform that celebrated the midwestern city’s dynamic tapestry of people, neighborhoods, and creativity.

The concept laid a scalable foundation for a new Guinness OGB Chicago craft beer portfolio, launch plan, taproom programming, and other communications.