Guinness – Luxury Miniature Drinks Advent Calendar for Christmas 2023

Guinness, one of the most recognisable names in the beverage industry, has stood for tradition, quality, and innovation since 1759. With its unmistakable harp logo and bold, smooth draught flavour, the brand has become a symbol of excellence in brewing around the world. For the 2023 festive season, Guinness embraced the growing demand for premium gifting with a bespoke advent calendar project designed to capture attention and spark holiday excitement.

In partnership with Magellan, Guinness developed a luxury advent calendar centred around 12 carefully selected miniature alcohol bottles. Designed to be both indulgent and interactive, this branded advent calendar reflected the Guinness brand’s heritage while offering customers something truly unique — a countdown that celebrated discovery, flavour, and festive cheer. The goal was clear: craft a custom advent calendar that not only delighted recipients but also elevated Guinness’s presence in the competitive holiday drinks market.

Premium Contents in a Curated Promotional Advent Calendar

To stand out in the growing market of promotional advent calendars, Guinness curated a collection of 12 premium miniature alcohol bottles, each selected to appeal to a broad and enthusiastic audience. The selection featured both classic and contemporary spirits, including:

• Smirnoff Original
• Chase Vodka
• Smirnoff Raspberry
• Gordons Gin Original
• Captain Morgan
• Tanqueray Blackcurrant Royale
• Johnnie Walker
• Tanqueray London Dry Gin
• Gordons Pink Gin
• Tanqueray No. 10
• Baileys
• And on the 12th day: a bottle of Guinness

This blend of well-known global brands, classic gins, and flavoured spirits ensured that the custom advent calendar appealed to a wide range of tastes while also maintaining an air of exclusivity. It was not just a gift — it was a guided experience through flavours and brand storytelling. For Guinness, this calendar became a key example of how a corporate branded advent calendar can serve as both a marketing tool and a memorable product.

Behind the Scenes: YouTube Showcase of the Guinness Advent Calendar

To further engage their audience and highlight the craftsmanship behind this luxury advent calendar, Guinness produced a behind-the-scenes YouTube video. In this short feature, Magellan’s Managing Director, Lee, offers an exclusive walkthrough of the calendar’s development — from concept to completion.

The video showcases the details of the calendar’s design, materials, and print finishes, while offering insight into the thought process behind the structural engineering and product selection. This immersive content served as an additional layer of brand storytelling, helping consumers understand the care and strategy that goes into creating a corporate branded advent calendar of this calibre.

By sharing the story visually, Guinness deepened its emotional connection with customers, reinforced the value of the calendar, and further established its reputation for quality. The video also acted as a powerful content marketing tool, increasing reach across social platforms and enhancing the campaign’s digital footprint.