Guinness pours global signature into Indonesia with Imported Draught launch

Guinness, the world’s No. 1 stout, has officially launched its globally celebrated Guinness Imported Draught in Indonesia, expanding its footprint in the country’s premium beer segment. The launch marks a major step in Diageo Indonesia’s push to introduce richer, more distinctive drinking experiences to a growing market of discerning consumers.

Renowned for its smooth and creamy texture, Guinness Imported Draught is characterised by notes of coffee and chocolate, balanced bitterness and sweetness, and a roasted aroma that has made it a favourite among stout enthusiasts worldwide. Brewed with precision-roasted barley at 232°C, the beer delivers the unmistakable flavour profile and consistency synonymous with the Guinness name.

“We are delighted to introduce Guinness Imported Draught to Indonesia - a nation full of energy, creativity, and a strong sense of togetherness that perfectly reflects the spirit Guinness has always carried. Globally, Guinness continues to grow consistently, further strengthening its position as the world’s No. 1 stout,” said Rajesh Joshi, general manager of Diageo Indonesia.

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Joshi added that the launch of Guinness Imported Draught in Indonesia marks a celebration of the brand’s 250-year heritage. He noted that the introduction allows Indonesians to enjoy the brand’s iconic two-part pour ritual more closely, whether during relaxed gatherings or special occasions.

The two-part pour ritual invites consumers to tilt their glass at a 45° angle, allowing millions of nitrogen bubbles to form a smooth foam that crowns the stout. The foam settles for a minute before the final pour completes the experience, revealing the beer’s deep ruby-red hue under light.

Beyond its signature pour, Guinness is also bringing global traditions closer to Indonesian fans. From Stoutie photo prints atop the foam to playful “tilt the foam” challenges, Guinness Imported Draught aims to blend international rituals with local moments of celebration.

Available both on tap in bars and restaurants and in cans for at-home enjoyment, Guinness Imported Draught integrates innovation with accessibility. The brand’s nitrogen widget technology - first introduced in the 1980s - ensures that the creamy texture and smooth taste of the draught remain consistent wherever it’s poured.

The launch also deepens Guinness’ collaboration with licensed partners in Indonesia through the Guinness Microdraught system, which enables perfect serves without relying on traditional nitrogen tanks. The system, now used in over 12,000 venues across 150 countries, utilises air pressure to pour directly from the can - delivering the same quality stout experience with greater efficiency.

“Globally, we’re seeing a trend where consumers are becoming increasingly conscious about the quality of what they drink. In response, we’ve introduced Guinness Imported Draught across 15 cities to enhance consumer experiences, strengthen our partners’ positions, and drive the growth of the premium beer category in Indonesia. Guinness Imported Draught is now available in over 1,000 bars, restaurants, and supermarkets nationwide - a number that will continue to grow in the coming years,” said Naomi Noviyanti Malau, brand manager of Guinness Indonesia.

With Guinness Imported Draught joining Guinness Foreign Extra Stout and Guinness Smooth in the brand’s local portfolio, Indonesian consumers can now choose from three distinct variants - each offering a different interpretation of Guinness’ craftsmanship and tradition.

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