Guinness launches ‘A Lovely Day’ Premier League campaign for Foreign Extra Stout

Guinness has rolled out a new global football campaign, ‘A Lovely Day’, built around Guinness Foreign Extra Stout (FES) and designed to lift recognition of the brand’s Premier League partnership in priority markets including Africa and Asia.The work sits within a broader ‘Guinness Extra’ platform that uses the ‘extra’ in Foreign Extra Stout as a creative hook, linking the product’s heritage to supporters who follow the Premier League from thousands of miles away.Guinness said the ‘Extra’ proposition draws on FES’s origins, describing how the stout was historically brewed with extra hops and a higher gravity than Guinness Draught to help preserve the beer on long sea voyages, and using that as a metaphor for fandom that “travels” across distance.Somnath Dasgupta, global marketing director at Guinness, said: “The best way to tell this story was to let fans lead it. Football fandom gives people a space to really belong and that feeling is built as much in the shared emotions and rituals around matchday as it is in the game itself. "With ‘Guinness Extra’, we’re boldly elevating the fan experience by putting real Premier League supporters at the centre of the story, in a way that reflects the same ‘Extra’ character Foreign Extra Stout is known for.”VML UK created the campaign, its first major work for Guinness, with the launch led by two documentary-style hero films directed by Arthur Neumeier and set in Kenya and Indonesia.Guinness and VML are leaning into fan culture beyond the stadium, portraying local communities, viewing rituals and personal sacrifices that turn matchday into a shared event, with scenes that include a gospel service, a supporter who designs and makes his own kits, and a salon producing football-inspired braids.Ryan McManus, chief creative officer at VML UK, said: “Guinness has an incredible history of storytelling, and Guinness Extra is a chance to write the next chapter with the people who actually live it. "We went into communities across Africa and South-East Asia to find the fans who don’t just watch the Premier League – they wear it, drive it, and build their lives around it. Our job was to honour that energy with the same level of craft and emotion Guinness is known for.”The campaign underlines how Guinness is using Premier League rights to support international growth and localise its football creative around FES consumption occasions, while continuing to deploy Guinness 0.0 as part of its responsible drinking messaging tied to the partnership.Guinness said the work is live across TV, social and digital channels, with out-of-home activity planned to follow in local market roll-outs.