Diageo is developing new liquids, formats and packaging to boost its Guinness brand in the off-trade.
Guinness marketing manager Paul Cornell said the focus was on getting the Irish stout "on to the nation's sofas" and making it a more inclusive drink.
He explained: "With the consumer shift to drinking at home accelerating as purse strings tighten, we need to do more to boost consumption of Guinness in homes."
Previously the company had focused on trying to recreate the pub experience at home. But a shift in strategy had been prompted by research which suggested home drinking was not only a different drinking occasion but that it fulfilled a different need and was enjoyed with different people.
"Rather than being a social occasion with a high-energy mood, drinking at home is about relaxing and reconnecting," said Cornell. "So we are just starting to look at innovation around this area, which will include new packs, the information we put on labels, new liquids - and we want to put some excitement back into Guinness Original in cans."
Big case deals were under review as Diageo looked to move its off-trade beyond sport and barbecues.
"That strategy has worked well for us in the past and of course they will continue to be part of the mix," Cornell said. "However, we need to address the fact that 70% of drinking occasions in the home are enjoyed just with a partner and not a large social group, so we need to get it on to the sofa by linking up with activities such as films."
Last week the company announced Guinness and Baileys would be joint sponsors of films on Channel 4 in a £5m deal to highlight how both brands are a good accompaniment to an evening spent relaxing at home.
"The brands that are going to win in the off-trade are those that will make the sea change quickest," Cornell added.