Guinness has been perfecting the art of reductionism for many years, so this latest manifestation simply tweaks a successful formula: presenting a tasteful product in an iconic glass.

Local beer Keo is new to this particular game, and has elected to ditch its beer label ‘furniture’ like the crest and what I always thought was a charming motto (‘be happy and drink well’), in favour of a vertical logo and plenty of yellow space. It’s a bold move that is more Fosters than Kronenbourg, but unlike either of those brands (or Guinness for that matter) doesn’t seem to have anything to do with national pride. Perhaps it’s trying to reflect the new austerity?