Guinness is taking its Six Nations activation in an unexpected new direction – straight onto the plate.
From 5 February, the drinks brand will debut its official Guinness kebab at BOX Sports Bars, rolling out a limited-edition beef kofta dish across all seven UK locations to coincide with the start of the tournament.
This time, Guinness isn’t just in the pint.
The beef kofta is marinated in the famous black stuff, giving the meat a deep, rich flavour inspired by the iconic stout. It’s then wrapped in a handmade flatbread, drizzled with a sticky homemade Guinness chipotle glaze, and finished with fresh mint yoghurt. In a final flourish, the kebab is even designed to resemble a pint of Guinness – complete with a creamy white “head”.
Bold, theatrical and deliberately tongue-in-cheek, the kebab is designed to turn heads as rugby fans descend on sports bars for the 2026 Six Nations.
Priced from £12.95, the kebab will be available for the duration of the tournament at BOX venues including London Piccadilly, Manchester (Deansgate), Leeds, Nottingham and Sheffield.
Tom Mayer-Jones, Brand & Marketing Manager at BOX, said the concept brings together two staples of British sporting culture. “Our new Guinness kebab is a playful nod to our Irish friends ahead of the Six Nations, whilst also tapping into our favourite night-out food as Brits – the kebab.”
Whether paired with a pint of Guinness, Guinness 0.0%, or even a Baby Guinness, BOX is encouraging fans to embrace the spectacle – and resist the urge to share.
The Guinness kebab will be available until 14 March 2026, with stocks limited throughout the Six Nations.
