Diageo is to spend GBP34m (US$53m) on its Guinness brand in the UK over the next 12 months on a campaign that includes a new TV ad.

The 20-second “Surge” spot, which can be viewed above, will also feature in cinema, digital and mobile advertising, Diageo said today (2 September). It is part of Diageo's GBP12.7m “permanent investment into quality” campaign that includes a “quality accreditation” programme running from this month to June next year.

“Guinness is growing at 4%, ahead of the total beer category, highlighting the consumer demand for premium beer,” said Nicola Samons, marketing manager for Guinness Western Europe. “Guinness will continue to drive value into this category and increase the visibility of premium beer in the on trade with this full through-the-line quality programme.”

The quality accreditation programme will see Guinness representations visit 18,000 UK on-trade outlets, where they will teach bar staff pouring skills, Diageo said.