A global design collaboration that delivered creativity on tap
Guinness MicroDraught is heralded as the biggest technological leap for Guinness since the advent of the widget in 1988. The result of a two-year development collaboration, MicroDraught pumps using air rather than traditional gas cylinders, to enable outlets around the world serve beautiful, fresh Guinness on tap, no matter their size or setup.
Our design brief was to bring perfect quality Draught Guinness to new settings in its simplest dispense form. MicroDraught fundamentally disrupts the assumption of gas cylinder draught dispense by miniaturising the process to its ‘micro’ essence: a pint-sized ‘keg’ and a ‘plug and play’ dispense tower using innovative air pump technology. The result brings the perfect Guinness serve to millions more consumers across the globe.
MicroDraught manages the dispense throughout the iconic 2-part pour, to deliver the classic Guinness surge and settle experience, and a perfect domed head. MicroDraught’s digital control system monitors and guides the serve parameters to consistently deliver the famous quality and cold, smooth taste loved by Guinness consumers the world over.
Designed to represent the craftsmanship and quality associated with the gold standard brand of Guinness, premium materials including hand finished, foundry cast brass are complemented with subtle illumination and design accents from the world of Guinness. The design creates an elegant framework that fully reveals the product and pour in an open and engaging experience to the consumer.
We have been working with Diageo for over a decade. Our work has spanned numerous brands, and focuses on innovative dispense engineering as well as high impact brand visibility solutions.
We have also patented a number of fluid dynamic technologies over the years and are driving innovation in fluid dispense for different global markets.