Guinness' hopes of reclaiming the dominance it has lost to lager rivals will be the main drive of a £30m marketing campaign this year.
Diageo wants to move the brand away from its previous Christmas and St Patrick's Day focus by spreading activity around key sporting events ­ the mainstay of most beer brands.
A new generation of Guinness TV commercials is currently in development and will break before the end of the year.
Guinness marketing director Nick Robinson declined to explain the ads' precise theme but said the off-trade would see some tailored advertising activity. He said: "There will also be a specific off-trade advert looking at the occasions when Guinness is drunk at home. We are working out whether this will be on TV, radio or posters.
"We will start to replicate the on-trade activity more in the off-trade to ensure there is a consistent message."
Although Guinness still holds a top 10 ranking in the best selling off-trade beer brands, at number seven, it has dropped two places in as many years.
Robinson said that branded gifts and promotions would also be used to get the "price and added-value balance right in a competitive market".
Direct marketing, which Robinson claimed would reach 250,000 Guinness drinkers, will also be used.