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Guinness began brewing beer in 1759, giving the Irish brand a more than 200-year head start on the average craft brew. But for its newest round of ads, Guinness is borrowing from the much-younger craft beer playbook with spots that tout the brand’s liquid credentials and put Guinness brewers in the spotlight.

Guinness — known for its creamy, dark-as-night Irish stout — is also boosting the number of beers it sells, experimenting with new varieties and styles, just like craft brewers do. But as it accelerates its innovation strategy, the brand is making use of something craft brewers don’t have: 256 years of brewing history that began when Arthur Guinness started making his first porters and ales in Dublin.

“We are telling a story and it’s about our beer, our people and our heritage,” said Emma Giles, brand director for beers in North America for Guinness-owner Diageo. Consumers “want those great stories and Guinness really is in a position to share some really interesting stories. Knowledge is currency these days.”

Continue reading at AdAge.com