man drinking guinness golden ale advert

If ever something was going to test the hipster-driven craft beer revival then this is it: Diageo is hopping on the bandwagon with its heavyweight Guinness brand. Can the movement stay cool?

Guinness Golden Ale is the brand’s first foray away from stouts and porters, but it doesn’t seem to be making much of a big deal about this. Rather, its fairly conventional ad for the ale instead focuses on the science-y bits: some men in goggles holding test tubes up to the light, that sort of thing.

But it’s not too corporate: we see a sleeve tattoo handing a glass of Golden Ale to a gigantic beard. Maybe it’ll work, or maybe the hipsters will say ‘I preferred their early work’ and boost sales of the black stuff instead.