EMOJI-
NATION

Gen Zs don’t love Guinness for its bitter taste. But you know what they do love? Weird food TikTok trends—Pasta Chips, Carrot Bacon, Sushi Pizza. So we saw an opportunity.

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Guinness has been the secret ingredient in thousands of recipes worldwide. If we couldn’t make Gen Z drink it, we’d make them eat it. And we let them decide what that looked like—in their own language: emojis.

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On Instagram, people interacted with our IGST using a simple formula: the Guinness pint emoji + two ingredients.

Our chatbot instantly mapped their emoji combos to our database of Guinness recipes and generated a dish in real time.

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And if a recipe didn’t exist yet? We brought it to life at the Guinness Flavour by Fire festival with celebrity chef Sherson Lian—turning emojis into actual plates of food.​ Guinness, remixed for a new generation—one emoji plate at a time.