Inform 1759 Society members that Guinness Draught is only 125 calories per 12oz serving - surprisingly lower than other beverages.The Guinness 1759 Society is an opt-in loyalty programme designed to entertain, inform and reward loyal Guinness consumers.Even Loyal fans consume a small amount of the product, compared to other brands of beers. This is due to a variety of barriers including perception, product format and seasonal consumption habits; barriers which we overcome through the Guinness 1759 Society.Equally important, all communications must remain socially responsible by targeting only those of legal drinking age and promoting responsible drinking behaviour.Audience: men (aged 21-29) who have indicated that Guinness is one of their favourite beer brands.