GUINNESS has been awarded the highly coveted Red Dot Product Design award for the latest evolution of its ground-breaking, plug-and-play beer dispense technology, GUINNESS MICRODRAUGHT 2.0.
Unveiled in front of some of the world’s most celebrated product design leaders at the Red Dot Awards ceremony in Essen, Germany, GUINNESS MICRODRAUGHT 2.0 earned special praise for “defining the next generation of dispense systems” by an independent jury compromising of international design experts. “It is significantly more cost-effective than its predecessor, requiring 60 percent fewer components and eliminating complex electromechanics,” added the judges.
GUINNESS MICRODRAUGHT 2.0 will debut in-pour ultrasonic dispense technology to trade venues and is the result of continuing evolution toward low-energy, low complexity dispense perfection.
Combining a new, customised ‘pull and pour’ valve technology with breakthrough, in-pour ultrasonics introduced on the multi-award-winning, GUINNESS NITROSURGE device, another breakthrough innovation that only Guinness could do, the GUINNESS MICRODRAUGHT 2.0 will deliver effortless, gravity-fed beer dispense.
GUINNESS has now firmly established itself as a product design leader in the drinks industry, and a true innovator in dispense technology by earning its fourth Red Dot award in just two years.
The Red Dot Awards design jury commended the Guinness FutureServe team for their design craft and creativity in the evolution of its award-winning GUINNESS MICRODRAUGHT dispense technology, adding: “Crisp lines contrast with soft, flowing forms to create a confident appearance combined with a simple, elegant, icon-driven user interface designed for global markets.”
With around 20,000 entries per year, the Red Dot Design Award is one of the biggest design competitions in the world. This year, an exceptional portfolio of products were entered from 60 countries in 51 competition categories. Recognising design excellence, product innovation, and distinction: In three disciplines, participants submit products, communication projects and brands as well as prototypes and concepts.
After becoming the first-ever brand to win a Red Dot award for beer dispense, and achieving three breakthrough special innovation prizes for GUINNESS MICRODRAUGHT AND GUINNESS NITROSURGE in 2022, this further recognition reinforces the brand’s relentless commitment to exploring exciting new innovations, and sustainable solutions to bring Guinness to more places and spaces.
Truly disruptive, GUINNESS MICRODRAUGHT dispense technology has enabled pubs, bars and other venues around the world to serve beautiful, fresh Guinness Draught on tap, no matter their size or setup. GUINNESS MICRODRAUGHT 2.0 is the next generation of single serve Guinness dispense, which will launch in markets across the globe later this year.
World-class product dispensing devices
Two years in development, the pioneering GUINNESS MICRODRAUGHT 2.0 dispense technology becomes the latest technological leap for Guinness since the advent of the widget in 1988. The innovation further enables Guinness to be enjoyed at its finest worldwide, in new places and spaces, adding thousands more venues across 150 countries, so that millions more consumers across the globe can enjoy a perfect Guinness serve.