Diageo Operates 'Guinness Cold Brew' Pop-up Store in Paju

'Cafe Guinness' Operating at Shinsegae Paju Premium Outlets Until October 3

Diageo Korea's stout brand Guinness announced on the 7th that it will operate a pop-up store for its new product, 'Guinness Cold Brew Coffee Beer,' called 'Cafe Guinness' at Shinsegae Paju Premium Outlet.

Running until the 3rd of next month, Cafe Guinness in Paju is designed to introduce and allow consumers to enjoy the charm of Guinness Cold Brew, which pairs well with autumn beer. Guinness Cold Brew is a dark beer characterized by its rich coffee aroma, perfect for enjoying personal time in the afternoon or early evening after a busy day, or for outdoor activities and autumn outings, accompanying various moments in daily life.

At Cafe Guinness in Paju, visitors can not only taste Guinness Cold Brew but also experience the 'Stouty Service,' which prints desired images on the creamy foam surface of Guinness. Additionally, customers who purchase Guinness Cold Brew on-site will receive a limited-edition exclusive glass that maximizes the flavor and visual appeal of Guinness Cold Brew.

Moreover, visitors can enjoy a limited-edition donut developed by pairing the unique roasted coffee aroma and deep, rich taste of Guinness Cold Brew with sweet desserts. This limited-edition donut is a menu item created in collaboration with the trendy donut specialty brand 'Old Ferry Donut,' offering a new pairing experience never before attempted with beer.

Kim Jwahyun, Marketing Director of Diageo Korea, said, "Through the 'Cafe Guinness' pop-up at Shinsegae Paju, we aim to convey the charm of Guinness Cold Brew that can be enjoyed in various everyday moments," adding, "We will strive to provide unprecedented flavor combinations and new beer experiences through tastes and aromas not found in existing beers, as well as pairings with desserts."

Meanwhile, Guinness Cold Brew was first launched in Asia in Korea last June. It has an alcohol content of 4% and is available in 440mL cans, purchasable nationwide at large supermarkets and convenience stores. The product packaging features Guinness's unique 'Surging' design, visually conveying the smoothness of the product.