GUINNESS AND JOE MONTANA UNITE IN SAN FRANCISCO TO GIVE BACK AND RAISE A LEGENDARY PINT

Rhea-AI Summary

Guinness (NYSE: DEO) partnered with Pro Football Hall of Famer Joe Montana on Feb. 5, 2026 for a volunteer event with SF-Marin Food Bank and launched a limited-edition Guinness Legends Lager to benefit local food security.

Legends Lager is a 4.3% ABV pale wheat lager sold in limited quantities in San Francisco (suggested retail $19.99) and at Guinness Open Gate Brewery locations in Chicago and Baltimore. Guinness will donate $5 per four-pack, up to $35,000, to SF-Marin Food Bank through the Guinness Gives Back program.

News Market Reaction – DEO

-0.16%

1 alert

-0.16% News Effect

On the day this news was published, DEO declined 0.16%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Alcohol content: 4.3% ABV Suggested retail price: $19.99 Donation per four-pack: $5 +1 more

4 metrics

Alcohol content 4.3% ABV Guinness Legends Lager specification

Suggested retail price $19.99 Four-pack of Guinness Legends Lager in San Francisco area

Donation per four-pack $5 Guinness donation to SF-Marin Food Bank for every four-pack made

Donation cap $35,000 Maximum contribution to SF-Marin Food Bank via Guinness Gives Back

Market Reality Check

Price: $102.14 Vol: Volume 1,904,062 is modes...

normal vol

$102.14 Last Close

Volume Volume 1,904,062 is modestly above the 20-day average of 1,816,057, indicating slightly elevated interest into this headline. normal

Technical Shares at $97.26 are trading below the 200-day MA of $100.11 and about 17.25% under the 52-week high.

Peers on Argus

DEO gained 4.46% while peers were mixed: CCEP up 1.18%, MNST down 1.21%, FMX dow...

DEO gained 4.46% while peers were mixed: CCEP up 1.18%, MNST down 1.21%, FMX down 1.87%, BUD roughly flat. This points to a stock-specific move rather than a sector rotation.

Historical Context

5 past events · Latest: Jan 21 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 21	Super Bowl activation	Positive	+2.2%	Smirnoff Super Bowl LX campaign and sweepstakes targeting NFL game-day occasions.
Jan 20	Limited-edition launch	Positive	+0.4%	Tequila Don Julio 1942 Year of the Horse Lunar New Year bottle and campaign.
Jan 13	Lifestyle collaboration	Positive	-1.1%	Lone River and Diamond Cross Ranch Après Ski apparel capsule announcement.
Jan 09	Brand campaign	Positive	+1.7%	Seedlip Dry January initiative promoting non-alcoholic cocktails with Dorinda Medley.
Dec 17	Asset divestiture	Positive	+0.5%	Agreement to sell EABL stakes to Asahi with de-leveraging and licensing arrangements.

Pattern Detected

Recent brand and portfolio announcements have usually led to modest positive reactions, with one notable divergence where lifestyle collaboration news coincided with a small decline.

Recent Company History

Over the past few months, DEO has issued multiple brand and strategic updates—from Smirnoff’s Super Bowl LX activation on Jan 21, 2026 to Tequila Don Julio’s Lunar New Year limited edition on Jan 20, 2026, and Seedlip’s Dry January campaign on Jan 9, 2026. These marketing-led stories generally saw small positive moves. The Lone River Après Ski collaboration on Jan 13, 2026 was an exception, with a mild negative reaction. In December, the EABL divestment announcement on Dec 17, 2025 also produced a modest gain.

Market Pulse Summary

This announcement highlights a Guinness community initiative and ultra-limited Legends Lager release...

Analysis

This announcement highlights a Guinness community initiative and ultra-limited Legends Lager release tied to football’s biggest weekend, blending brand building with charitable support for the SF-Marin Food Bank. In recent months, DEO has frequently used collaborations, limited editions, and occasion-based campaigns across its portfolio. Investors tracking this news may watch how such marketing activations relate to volume trends, portfolio mix, and execution of broader strategic and financial objectives outlined in prior filings.

AI-generated analysis. Not financial advice.

Ahead of football's biggest weekend, the Hall of Famer and the iconic beer brand team up for a day of service and the release of ultra-limited "Guinness Legends Lager" benefiting the SF-Marin Food Bank

SAN FRANCISCO, Feb. 5, 2026 /PRNewswire/ -- As football's biggest weekend approaches, two legends united by a shared commitment to service came together not for the spotlight, but to give back.

Yesterday, Guinness and Pro Football Hall of Famer Joe Montana partnered with the SF-Marin Food Bank for a hands-on volunteer repack event, helping prepare hundreds of meals for neighbors across the Bay Area. The day of service highlighted the San Francisco chapter of the Guinness Gives Back program, the brand's national community impact platform, one built on showing up, pitching in, and supporting local partners where it matters most.

"Guinness Gives Back isn't about just supporting financially. It's about genuinely showing up, supporting and rolling up our sleeves to do the work alongside the communities that have long supported us," said Karissa Downer, Director of Guinness in the United States. "Joe embodies everything Guinness and this platform stand for: authenticity, goodness, and a genuine commitment to the community. Bringing this effort to the Bay Area, where his legacy was built, made this moment especially powerful."

The volunteer event also coincides with the release of Guinness Legends Lager, a highly limited-edition Pale Wheat Lager developed by the Guinness brewers in close collaboration with Montana. Drawing on a favorite memory from his playing career, a team trip to play in Germany in the early 1990s, Montana worked alongside the brewing team to bring that moment back to life through beer. It was in Germany that he first discovered wheat beers, sharing pints with teammates and realizing that some of life's most memorable moments happen when great people come together over a great pint. That feeling of connection, camaraderie, and simplicity became the creative spark for Legends Lager.

"I've worked with Guinness for a few years now, and we've done some great things together," said Joe Montana. "But this one feels different. This beer started with a memory—my first wheat beer in Germany, a game trip with teammates for a game we had out there, and realizing how often the best moments happen when you're together over a pint. Working with the brewers to bring that moment back to life was incredibly meaningful. Legends Lager is our way of sharing that feeling, and being able to pair it with giving back to the Bay Area community makes it even more special."

Together, Montana and the Guinness brewers translated that memory into a beer designed to be approachable and shareable: light, balanced, and easy-drinking at 4.3% ABV, the kind of beer meant to be shared with friends, just as it was first experienced decades ago. Guinness Legends Lager is available now in limited quantities in the San Francisco area (for a suggested retail price of $19.99), giving local fans a way to celebrate game day while supporting a good cause. The beer is also available at Guinness Open Gate Brewery locations in Chicago and Baltimore, while supplies last.

For every four-pack of Legends Lager made, Guinness will donate $5 to the SF-Marin Food Bank, up to $35,000, through the Guinness Gives Back initiative to support critical food security efforts across Northern California.

As fans raise a pint this weekend, Guinness encourages everyone to celebrate responsibly—and to remember that the most legendary moments are often the ones that bring people together for something bigger than the game.

About Guinness North America
Established in 1759 when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin, the Guinness brand has spent over two centuries dedicated to crafting exceptional beer, driving innovation, and operating sustainably and responsibly. The iconic beer is brewed in 49 countries worldwide, sold in over 150, and brought to local U.S. communities with Guinness Open Gate Brewery locations in Baltimore and Chicago. Rooted in heritage yet fit for the modern age, the brand continues to do what it does best: bring people together. Using the four main ingredients of water, barley (malted & roasted), hops and yeast, Guinness delivers unique flavor that is undeniably the world's most popular stout. More information can be found at www.guinness.com.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

About the San Francisco-Marin Food Bank
The San Francisco-Marin Food Bank's mission is to end hunger in San Francisco and Marin counties. We envision a community free of the root causes of hunger, where everyone has access to nutritious food of their choosing and is uplifted by a network of support. Together with more than 300 community partners, we work to address hunger head-on through a coordinated network of neighborhood food pantries, CalFresh enrollment, home-delivered groceries, and policy and advocacy efforts. We work with our community to provide food for people facing hunger today while working to end the hunger of tomorrow. This fiscal year, we are serving 36,000 households per week. Nearly 70% of what we distribute is fresh fruits and vegetables. Visit sfmfoodbank.org to learn more.

MEDIA CONTACTS:

Kelly Pepe, DIAGEO
kelly.pepe@diageo.com 

diageobeer@taylorstrategy.com

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/guinness-and-joe-montana-unite-in-san-francisco-to-give-back-and-raise-a-legendary-pint-302680341.html

SOURCE GUINNESS

FAQ

What is Guinness Legends Lager and when was it released in San Francisco (DEO)?

Legends Lager is a limited-edition pale wheat lager released Feb. 5, 2026. According to the company, it is a light, balanced, easy-drinking beer at 4.3% ABV, created in collaboration with Joe Montana and available now in select markets while supplies last.

How does Guinness (DEO) support the SF-Marin Food Bank with Legends Lager sales?

Guinness will donate $5 per four-pack sold to the SF-Marin Food Bank, capped at $35,000. According to the company, donations are made through the Guinness Gives Back initiative to support food security efforts across Northern California.

Where can fans buy Guinness Legends Lager and what is the suggested retail price?

Legends Lager is available in the San Francisco area and at Guinness Open Gate Brewery locations in Chicago and Baltimore. According to the company, the suggested retail price in San Francisco is $19.99 for a limited-quantity pack while supplies last.

Why did Joe Montana collaborate with Guinness on Legends Lager (DEO)?

Joe Montana collaborated to recreate a personal memory of sharing wheat beer on a 1990s team trip to Germany. According to the company, the beer reflects connection and camaraderie and pairs the release with volunteer work supporting the Bay Area community.

What community activities did Guinness and Joe Montana participate in on Feb. 5, 2026?

They joined the SF-Marin Food Bank for a hands-on volunteer repack event preparing hundreds of meals. According to the company, the activity was part of the Guinness Gives Back program and emphasized showing up and working alongside local partners.