Diageo is trialling a new look for Guinness in Canada, according to local reports. The redesign was unveiled at an event in Toronto yesterday (26 October), the Globe and Mail said today.

While the harp logo remains, a new typeface has been introduced, which Diageo said is more informal and modern.

Speaking to the paper, director of beer marketing for Diageo Canada, Bob Huitema, said: "For Guinness, it's important that we maintain the loyalty of our existing drinkers and contemporise the brand to appeal to a wider audience."

At the same time as launching the global redesign, Guinness is improving its packaging to make canned beer taste more like draught beer, the paper said. The new logo and packaging will be rolled out across Canada this month, and will spread to Australia and the UK next month. Ireland will take the new version in March, but the US will not see it until the summer, the paper added.

No-one at Diageo was available to confirm the report when contacted by just-drinks today.

Separately, the paper said that Guinness will sponsor both the men's and women's national rugby teams.