Widget helps Guinness tap into better beer package

Food & Drug Packaging, Jan, 2002

Guinness stout was traditionally a tap beer served in a pint glass, only available in bars, pubs and restaurants. Recently, the company has tried to duplicate the unique taste and texture in convenient packaging available to consumers.

When Guinness introduced Guinness Draught in a Can (GDC), Guinness drinkers were able to purchase the beer at liquor stores, supermarkets or convenience stores. However, consumers needed to pour the stout into a pint glass to get a "true" Guinness taste.

Recently, Guinness Draught in a Bottle (GDIB) was introduced in the marketplace so drinkers could enjoy the brew straight from the bottle.

To emulate the Guinness taste and creamy head, Guinness' research team developed the Rocket Widget.

The Rocket Widget is a plastic device placed into the bottle. Once inside, a pair of wings expand, making it impossible for the Widget to escape from the bottle.

The rocket-shaped device floats freely inside the bottle and is activated once the bottle is opened. Each time the bottle is tipped up for a drink, the device releases a mixture of carbon dioxide and nitrogen dioxide, which mimics the famous Guinness head.

James Thompson, vice president of marketing at Guinness Bass Import Co., says, "The Rocket Widget design opens up a whole new world for Guinness drinkers, without having to worry about using a pint glass for enjoyment."