AdminGuinness is marking the 2026/27 Premier League season with limited-edition packaging, football-themed merchandise and in-outlet activities aimed at bringing football supporters together at selected venues across Malaysia.
The campaign, introduced on Oct 12, features specially designed Guinness cans carrying Premier League branding, alongside a collaboration with local creative brand ART OF and interactive activities at participating bars and pubs.
As the Official Beer of the Premier League, Guinness is using the football season to connect with supporters through matchday experiences that extend beyond the action on the pitch.
The limited-edition cans are available in four formats: Guinness Foreign Extra Stout in 320ml and 490ml sizes, and Guinness Draught in Can in 300ml and 470ml sizes.
While the packaging has been redesigned for the football season, the beverages retain their existing characteristics. Guinness Draught in Can features its signature nitrogen widget, which creates the familiar surge and settle effect and creamy head, while Foreign Extra Stout maintains its distinctive bold flavour.
Football-themed merchandise and matchday activities
The campaign also includes a collaboration with ART OF to produce a football-inspired jersey featuring an all-over graphic print and embroidered details.
Drawing inspiration from memorable football moments and the personalities associated with the sport, the design reflects the shared culture among supporters.
Guinness Malaysia said fans could follow its official social media channels for details of an upcoming opportunity to win the limited-edition Guinness x ART OF jersey.
At participating bars and pubs, the campaign will feature three activities on selected match nights until December 2026, offering eligible participants opportunities to win official Guinness merchandise.
The activities include Guinness and Premier League Trivia, which tests participants’ knowledge of the brand and football competition. Eligible customers purchasing a Guinness set will receive two trivia entry cards, with prizes awarded to those recording the most correct answers.
Another activity, Match the Jersey, challenges participants to identify Premier League clubs by matching team jerseys without their logos.
The third activity, Post-Match Prize Draw, gives eligible customers purchasing a Guinness set one entry into a draw held after the match. Winners must be present to claim their prizes.
Campaign extends across selected Malaysian outlets
Joyce Lim, marketing manager at Guinness Malaysia, said the campaign was intended to celebrate the traditions and social connections associated with following the Premier League.
“Every Premier League season brings something for fans to look forward to, regardless of which club they support or how the previous season ended,” she said.
“As the Official Beer of the Premier League, we’re proud to celebrate the season through our limited-edition cans and a range of activities for supporters to enjoy together. It’s about being part of the matchday traditions that fans enjoy with friends, while staying true to the quality and character of Guinness.”
The limited-edition cans are available at selected supermarkets, hypermarkets, minimarkets and convenience stores nationwide, as well as HEINEKEN Official Stores on Shopee and Lazada, while stocks last.
Confirmed participating outlets include Flanagan’s Irish Restaurant in Johor on Nov 21, Loco TTDI in Kuala Lumpur on Nov 28, and The Bierhaus at Century Garden in Johor on Dec 5. Additional locations may be announced, while participating venues and dates remain subject to change.
Further information about the campaign and promotional activities is available through Guinness Malaysia’s official Facebook page at www.facebook.com/guinnessmalaysia and Instagram account at www.instagram.com/GuinnessMY/.
All promotions and related activities are strictly for non-Muslims aged 21 and above. Guinness Malaysia also reminds consumers to practise responsible drinking and never drink and drive.
Maran Perianen
Amirull Salihing
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