Guinness Ice Cream? A Case Study in Innovation by Diageo and Van Leeuwen

An iconic brand, an unexpected product, and a bold collaboration. Guinness has surprised the U.S. market with a limited-edition ice cream developed with Van Leeuwen, one of the country’s most beloved artisanal ice cream brands. The result is not just a summer special, but a smart innovation strategy that offers several key takeaways for the food & beverage industry.

From Glass to Spoon: A Strategic Line Extension

The product, Lovely Day for a Guinness, is a French-style ice cream made with Guinness 0.0, the non-alcoholic version of the famous stout. Entirely alcohol-free and enriched with chocolate chunks, it delivers the signature roasted malt notes of Guinness in a new, creamy format.

This is more than just a seasonal novelty: it’s a brand extension that respects Guinness’ identity while opening the door to new consumption occasions and a broader audience.

Riding the Most Relevant Trends

This launch taps into multiple consumer trends shaping the future of foodservice:

• No/low alcohol: The use of Guinness 0.0 aligns with the growing demand for alcohol-free options.

• Multisensory experience: Creamy texture, bold flavor, and premium packaging make it a “beer you can scoop.”

• Strategic co-branding: Partnering with Van Leeuwen, known for artisan quality and creative flavors, adds credibility and appeal.

• Purpose-driven activation: The launch includes free tasting events, a branded “Pintmobile” tour across major U.S. cities, and a $20,000 donation to the Surfrider Foundation for coastal protection.

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A Lesson for HoReCa Professionals and Exhibitors

This case is a clear reminder that innovation goes beyond products — it’s about storytelling, experience, and strategic partnerships. For foodservice operators, it’s an invitation to rethink menus and formats. For exhibitors, it’s a call to elevate how they present their brand to the market.

And that’s exactly what Beer&Food Attraction is all about: a place where ideas take shape, where cross-industry synergies — like beer and gelato — become viable business opportunities.

Want to learn how to turn a product into an experience?
Join us at Beer&Food Attraction, February 16–18, 2026, at Rimini Expo Centre.