As the Super Bowl draws near, Guinness is stepping up to support communities in need through a charitable initiative. On February 5, the iconic brewing company partnered with NFL legend Joe Montana for a significant volunteer event in San Francisco.
This initiative, part of the “Guinness Gives Back” campaign, involved Montana and Guinness representatives packing meals for families at the SF-Marin Food Bank. The goal was to provide assistance to those in the Bay Area during this challenging time, highlighting the importance of community involvement beyond mere financial contributions.
Karissa Downer, the Director of Guinness in the U.S., emphasized the initiative’s focus on active participation. She remarked, “Guinness Gives Back isn’t just about financial support. It’s about being present and working alongside the communities that have supported us.”
In addition to their community service efforts, Guinness unveiled a new product at the event: Legends Lager. This limited-edition pale wheat lager, developed in collaboration with Montana, draws inspiration from a memorable moment in his early career when he first tasted wheat beer during a trip to Germany.
Montana reflected on the significance of Legends Lager, stating, “It’s about sharing that feeling and pairing it with giving back to the Bay Area community.” With an alcohol by volume (ABV) of 4.3%, the lager is designed for easy enjoyment in relaxed settings.
Legends Lager is priced at $19.99 per four-pack and is available in select locations including San Francisco, Chicago, and Baltimore. For every four-pack sold, $5 will be donated to the SF-Marin Food Bank, with total contributions capped at $35,000. This initiative ensures that with each purchase, customers are playing a part in promoting food security across Northern California.
The collaboration between Guinness and Joe Montana beautifully marries philanthropy with a passion for brewing exceptional beers, reinforcing the belief that sharing a pint can foster a strong sense of community.