Guinness Unveils Three Remarkable, Once-In-A Lifetime Experiences

GUINNESS UNVEILS THREE REMARKABLE, ONCE-IN-A LIFETIME EXPERIENCES – IN SPACE, UNDER THE SEA AND LIVE IN STUDIO WITH GLOBAL SUPERSTARS

Kuala Lumpur, July 2, 2009 – GUINNESS today unveiled the GUINNESS EXPERIENCES global consumer contest, part of the global GUINNESS 250 celebrations - marking 250 years since Arthur Guinness signed the 9,000 year lease on the St. James's Gate brewery in Dublin.

The contest will provide an unforgettable trip into space aboard Sir Richard Branson’s Virgin Galactic Spaceship, a journey to the depths of the sea in the world’s first GUINNESS deep sea bar; and an exclusive gig in an intimate studio setting with one of the biggest and hottest recording groups in the world, multi-platinum recording artist The Black Eyed Peas. The launch event in Malaysia, held at Aquaria KLCC, provided a suitably surreal feel as two divers enjoyed a toast with two bottles of GUINNESS Foreign Extra Stout from inside the aquarium.

Since 1759, Arthur Guinness and the GUINNESS brand have been behind some remarkable and hugely momentous achievements. To continue this legacy and as part of the 250 celebrations, GUINNESS is giving something back to GUINNESS supporters around the world by offering the chance to win one of these three remarkable GUINNESS EXPERIENCES. Launched on 1^st July, this is the first consumer promotion held in markets around the world for the GUINNESS brand and the lucky winners will be announced later in the year.

GUINNESS SPACE EXPERIENCE

The GUINNESS SPACE EXPERIENCE will offer one lucky person the awe-inspiring opportunity to become one of the first early non-professional astronauts to venture into space with Sir Richard Branson’s Virgin Galactic, the world’s first commercial spaceline, and truly experience the ‘black stuff’ firsthand. The partnership between GUINNESS and Virgin Galactic brings together two iconic global brands.

The winner and a friend will be treated to an unforgettable trip to New Mexico – Virgin Galactic’s home at Spaceport America. Whilst there, the winner will be given full training to ensure they are mentally and physically prepared for the momentous flight that will race them through the Earth’s atmosphere at almost 2500mph – three times the speed of sound. Sitting 68 miles above the Earth’s surface, they will experience the amazing feeling of weightlessness; floating effortlessly around the cabin. The final jaw-dropping chapter to this astounding adventure will be the view of Earth from the blackness of space, stretching 1000 miles in all directions, before returning safely to the spaceport to receive official astronaut wings.

GUINNESS SEA EXPERIENCE

The GUINNESS SEA EXPERIENCE will offer one winner and two friends a truly unique experience; venturing to the depths of the sea in the first ever GUINNESS deep sea bar. The guests will be treated to an incredible four day trip to the Lofoten Islands in Norway, where they will board the exclusively designed GUINNESS deep sea bar and plunge into the black stuff. The winner and friends will be able to enjoy a GUINNESS in style, surrounded by a breathtaking seascape to depths of up to 70m below sea level.

GUINNESS STUDIO EXPERIENCE

The GUINNESS STUDIO EXPERIENCE entitles one winner and two friends to an exclusive live performance by The Black Eyed Peas (who have recently entered the charts at #1 with their new album THE E.N.D.) at an intimate recording studio as part of their forthcoming world tour. This is a private, once-in-a-lifetime opportunity for the winner and friends to experience the band’s music, up close and personal. After the performance, the winner and friends will round off this great experience by spending some time hanging out with the band, before enjoying the perfect GUINNESS.