To introduce Guinness 0 Non-Alcoholic Draught, we showed Canadian Guinness fans that they could experience the taste they love without the alcohol. And when a French label was misprinted? We found a way to own the mistake while strategically keeping the focus on the product: with a cheeky proactive social post about how the beer contains 0% alcohol, so our error couldn’t be blamed on consumption. Épelez de manière responsable! Spell Responsibly!