Guinness and Tobyato patch together a new matchday look

Guinness is reuniting with Singaporean artist Tobyato for a second collaboration, putting a customisable spin on football fandom as the new Premier League season gets underway.

Dubbed "Guinness x Tobyato: Season two", the latest collection centres on a limited-edition jersey accompanied by interchangeable patches inspired by food, fashion and football. The concept draws on the different passions and rituals that shape the matchday experience, from pre-match meals and choosing a jersey to conversations that continue after the final whistle.

The collaboration builds on Guinness' role as the official beer of the Premier League and follows the pair's first collection last year. This time, the brand is looking beyond football itself to the communities and interests that come together around the sport.

Don't miss: Guinness taps local artist for Singapore-exclusive Premier League collection

The concept will also come to life at selected Guinness roadshows, where fans can customise their jerseys with 'Food fan', 'Fashion fan' and 'Football fan' patches. The collection will be available from 15 September across selected retail, eCommerce and on-trade locations in Singapore.

Alongside the collection, Guinness is bringing Guinness 0.0 to Singapore, making the country the first Southeast Asian market to introduce the brand's alcohol-free stout.

The new offering joins Guinness Draught, Guinness Nitrosurge and Guinness Foreign Extra Stout in Singapore, and is positioned as a way for consumers to enjoy the brand across a wider range of occasions, including weekday lunches, after-work gatherings and football screenings.

Developed using a cold-filtration process to remove alcohol while retaining Guinness' signature characteristics, Guinness 0.0 will be available from October at participating pubs, bars and restaurants, selected retailers and eCommerce platforms across Singapore.

Speaking on the introduction of Guinness 0.0, Claire Chan, marketing manager, Guinness, Asia Pacific Breweries Singapore, said the launch builds on the brand's growing fan base in Singapore while giving consumers more ways to enjoy Guinness.

“People love Guinness. The iconic pint, the taste, the ritual: that’s why its fan base in Singapore keeps growing. As Guinness Draught wins over a wider audience, Guinness 0.0 gives people another way to enjoy the unmistakable taste of a Guinness, even on days or occasions when they choose not to drink alcohol. After all, it’s always a lovely day for it,” she said.

Meanwhile, Tobyato said the latest collaboration was designed to bring different communities together through shared interests beyond football alone.

“Singapore is a small country, and our communities are naturally small too. I hope collaborations like these can serve as a bridge for different communities to enjoy together, from football, to food, to fashion and beyond,” he added.

MARKETING-INTERACTIVE has reached out for more information. 

The latest launches follow Guinness' St. Patrick's Day campaign in Singapore earlier this year, which saw the brand roll out three weeks of festivities under its "A lovely day for a Guinness" platform.

As part of the celebrations, Guinness brought its pub experience into public spaces with "The Guinness hangout" pop-ups at Emerald Hill and Far East Square. The activations featured complimentary half pints, live music and interactive experiences including a pint parade, "Pour your own pint" challenge and Guinness-themed temporary tattoos.

Related articles: 
Guinness revives ‘The world’s cup’ amid global football fever
Guinness turns match nights into immersive fan moment with Premier League clubhouse 
Guinness Malaysia crowns its first chief pint officers