Guinness

The Great Grill Out

BBQ Meats + Music, meets Guinness.

Tasked to get young drinkers excited about Guinness again while staying true to Guinness's taste heritage, we elevated the food and beer drinking experience in a way that is relevant to today’s vibrant generation.

Introducing THE GREAT GRILL OUT - an annual festival where BBQ Meats + Music, meets Guinness. Since its launch two years ago, Singapore’s top grillers, roasters and smokers come together every year in November to combine the bold flavours of BBQ meats with the rich taste of Guinness.

At the immersive 2-day event, guests can also enjoy a pairing feast hosted by Guinness's global beer sommelier at the pop up restaurant, learn tips and tricks at the grilling masterclasses, join a spicy sausage contests and enjoy live bands and DJ’s all day long.

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Results

Over 2,250 guests on the launch weekend

3,700 Guinness pints and bottles sold

More than 4 million in Reach achieved over campaign period

And most importantly, we showed young Singaporeans that Guinness is not an old man’s drink

Say hello

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SINGAPORE

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Singapore
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MALAYSIA

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