Guinness has gone from a working-class staple to one of the most fashionable drinks in Britain, complete with a second clothing collaboration with Percival. James Bayley asks what its transformation says about drink brands, and whether this latest venture is all froth and no booze.
I'd like to preface this by saying it's really not that deep. Percival, at its price point, is arguably the best that British menswear has to offer. They are the unofficial outfitters of 30-something 'creatives'.
Picture the East London graphic designer final boss, and in addition to his missed calls, small plates and bookshop totes, he will be wearing an oh-so-lovely Percival knit.
You might be able to tell that I am speaking from experience. Percival garms are in my proverbial starter pack, alongside Allpress coffee beans and Mundial magazine. There is an argument that Guinness should be there too, although I only really turn to the black stuff when there's little else on offer, which is increasingly the case as variety dwindles and big corporations monopolise the taps of our beloved pubs. I'm more of a cask ale man myself, but sales in cask are declining and volumes are down 20% in the last 12 ...