GUINNESS AND VAN LEEUWEN CHURN OUT THE ULTIMATE LOVELY DAY ICE CREAM COLLAB

Rhea-AI Summary

Diageo's (NYSE:DEO) Guinness brand has partnered with Van Leeuwen Ice Cream to launch a limited-edition "Lovely Day for a Guinness" ice cream flavor. The collaboration features Van Leeuwen's French-style ice cream infused with Guinness flavor and chocolate chunks, available nationwide for $11.15 at Van Leeuwen shops and $12 online.

The partnership includes various promotional events throughout summer 2025, including free sampling events at multiple locations and a Guinness Pintmobile tour across major U.S. cities. Additionally, Guinness will host a pop-up event at SPYDER Surf Shop in Hermosa Beach, featuring a $20,000 donation to the Surfrider Foundation.

Positive

• Partnership with premium ice cream brand Van Leeuwen expands Guinness's market presence in non-alcoholic products
• National retail distribution through Van Leeuwen's shops provides new revenue stream
• Strategic marketing campaign across multiple U.S. cities increases brand visibility

Negative

• None.

News Market Reaction – DEO

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From scoop shops to surf shops, Guinness is bringing lovely days across the country all summer long!

NEW YORK, July 21, 2025 /PRNewswire/ -- Two icons. One delicious collaboration. Guinness and Van Leeuwen are serving up lovely days by the scoop! The brands have teamed up to churn out the ultimate ice cream collab of the summer and prove that Guinness was made for sunny days too. The launch of the "Lovely Day for a Guinness" ice cream combines Van Leeuwen's ultra-creamy ice cream with the unforgettable flavor of Guinness mixed with rich chocolate chunks. It's bold. It's unexpected. And it's everything a summer treat should be!

Inspired by the classic "Lovely Day for a Guinness" ads of the 1950s, the aptly named limited-edition ice cream pays homage to that same legacy while offering a new way to enjoy the brand during the summertime. The flavor is packaged in a custom carton, drawing design cues from this summer's limited-edition Guinness Draught Stout 4-pack—available now on shelves nationwide—that reimagines the historic Guinness toucan art with a modern American twist. The "Lovely Day for a Guinness" ice cream 14 oz pint captures the same eye-catching, visual nod to the warmer months.

"We're always looking for ways to bring the bold flavor of Guinness to life in new formats, offering a modern twist to a timeless classic," said Karissa Downer, Director, Guinness. "This collaboration with Van Leeuwen captures the simple summer joys that sit at the heart of our "A Lovely Day" campaign – like sharing a scoop of ice cream, a pint of Guinness, and time with the people who make those moments matter. It's one more way to come together over a Guinness and enjoy your lovely days this summer."

Starting today, the "Lovely Day for a Guinness" ice cream will be available in 14 oz pints at Van Leeuwen Scoop Shops nationwide for $11.15 or online at vanleeuwenicecream.com with shipping nationwide for $12 while supplies last.

Van Leeuwen is known nationally for creative seasonal flavors with a genuine focus on good ingredients and no unnecessary stuff, and for out-of-the-box limited-edition collaboration flavors such as Hidden Valley Ranch, Kraft Macaroni & Cheese, BIGFACE Coffee Affogato in partnership with NBA All-Star Jimmy Butler and Espresso ice cream in partnership with singer/songwriter Sabrina Carpenter. CEO and co-founder Ben Van Leeuwen said: "At Van Leeuwen, we're all about making good ice cream that makes you feel good – and what better way to do that than with Guinness? Their bold, smooth flavor is a perfect match for our rich French-style ice cream, and this collab felt like the kind of lovely-day indulgence that summer calls for. It's unexpected in the best way – and we think people are going to be surprised by how naturally Guinness and ice cream go together."

No matter where your lovely days take you, summertime is Guinness time! Beyond the initial launch with Van Leeuwen, Guinness is showing up to celebrate the many ways people enjoy their lovely days under the sun:

• Scoop Shop & Sampling Events: Here's how to score free ice cream this summer! Guinness and Van Leeuwen are teaming up to make your August a little sweeter. On select days, the below locations will offer free samples of the Guinness x Van Leeuwen limited-edition "Lovely Day for a Guinness" flavor, served alongside tiny pours of Guinness Draught while supplies last!
  • Guinness Open Gate Brewery in Chicago: 7/30-8/1
  • Van Leeuwen Williamsburg Store (204 Wythe Ave, Brooklyn, NY 11249): 8/12 from 5-7 pm
  • Astor Place: 8/14 from 12-8 pm (a Van Leeuwen x Guinness branded ice cream truck will be parked curbside in the area serving ice cream only)
  • Van Leeuwen The Gulch Store (335 11th Ave S, Nashville, TN 37203): 8/15 from 5-7 pm
  • Van Leeuwen Dallas West Village Store (3699 McKinney Ave, Suite 1018, Dallas, TX 75204): 8/22 from 5-7 pm
• Follow the Pintmobile: Guinness is rolling out a fleet of custom-branded retro vans topped with iconic Guinness surfboards! These retro vans are popping up with treats, tiny pints, and photo-worthy moments so don't miss them when they roll into your neighborhood. Keep your eyes peeled in Miami, Philadelphia, Cincinnati, Columbus and San Diego - it could show up on your corner!
• Guinness Surf Shop Pop-Up (65 Pier Ave, Hermosa Beach, CA 90254): This August, Guinness is paying homage to the brand's iconic Surfer ad for a lovely day in Hermosa Beach! On 8/9 from 1-7 pm, adults (21+) can stop by SPYDER Surf Shop to taste the "Lovely Day for a Guinness" Van Leeuwen ice cream collab, enjoy tiny pints of Guinness Draught alongside tiny tacos from a local favorite joint and grab exclusive summer merch. As a thank you to the Hermosa Beach community for celebrating with us, Guinness is making a $20,000 donation to the Surfrider Foundation to help protect and preserve the coastline that's the backdrop to countless lovely days.

Follow @GuinnessUS across social media to stay up to date on all the lovely days and local activities this summer has to offer. Remember, if you're taking a break or not drinking at all, try a Guinness 0 to keep the celebrations going.

Whether you sip or scoop your Guinness, lovely days are ahead all summer long!

About Van Leeuwen Ice Cream
Van Leeuwen began as a yellow scoop truck on the streets of NYC in 2008 by Ben Van Leeuwen, Pete Van Leeuwen and Laura O'Neill, who were on a mission to make good ice cream from good ingredients that makes you feel good. Their French-style ice cream (made with more than double the amount of egg yolks as standard ice cream) quickly gained a loyal following. Van Leeuwen has since expanded and has scoop shops in New York, California, New Jersey, Pennsylvania, DC, Colorado, Connecticut, Massachusetts, Texas, Tennessee and Florida. Pints, ice cream bars and ice cream sandwiches are available in grocery stores across the country and to order for nationwide shipping from their website. To keep up with everything Van Leeuwen Ice Cream, follow the brand on Instagram @vanleeuwenicecream or visit www.vanleeuwenicecream.com.

About Guinness
The Guinness brand was established in 1759, when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. 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 including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

MEDIA CONTACTS:

Kelly Pepe, DIAGEO
kelly.pepe@diageo.com

diageobeer@taylorstrategy.com

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SOURCE GUINNESS

FAQ

What is the price of the Guinness x Van Leeuwen ice cream collaboration?

The 'Lovely Day for a Guinness' ice cream is priced at $11.15 for a 14 oz pint at Van Leeuwen Scoop Shops and $12 online with nationwide shipping.

Where can I try the Guinness x Van Leeuwen ice cream for free?

Free samples will be available at select locations including Guinness Open Gate Brewery in Chicago (7/30-8/1), Van Leeuwen stores in Brooklyn, Nashville, and Dallas, and at Astor Place through a branded ice cream truck.

What cities will the Guinness Pintmobile visit during Summer 2025?

The Guinness Pintmobile will visit Miami, Philadelphia, Cincinnati, Columbus, and San Diego, offering treats, tiny pints, and photo opportunities.

What is Diageo's (DEO) charitable contribution associated with this collaboration?

Guinness is making a $20,000 donation to the Surfrider Foundation during their Hermosa Beach pop-up event to help protect and preserve the coastline.