Explains how Guinness became vegan from @migo_beer

The creator explains the history of why Guinness beer was not vegan-friendly for most of its existence. He details the use of isinglass, a clarifying agent derived from fish swim bladders, and uses image overlays to illustrate the ingredient. The creator then describes the long-term campaign by vegans that pressured the company, leading to Diageo's 2015 announcement of a new filtration system, and concludes by stating that all Guinness has been vegan since 2017.

Creator: @migo_beer on Instagram

Video format

Greenscreen Talking Head

Video outline

  1. Reveal surprising brand history
  2. Explain the controversial method
  3. Detail the pressure for change
  4. Announce the modern resolution

Narrative framework

The Legacy Pivot

Narrative framework logic

Chronicles the evolution of a well-known entity by revealing a surprising legacy practice, the external pressure that challenged it, and the modern solution that replaced it.

Topics: Beverages, History, Food

Concepts: Strange but True

Formats: Greenscreen Talking Head

Elements: Image Overlay, Title Text Hook, Jump Cut, Green Screen Composite

Account types: Personal Brand

Transcript excerpt

Guinness wasn't vegan for over two fifty years, but in 2017 that changed. So the beer used to be produced with isinglass, a finding made from dried fish swim bladders. This clarifies the beer and pulls the yeast out of suspension. Vegan drinkers campaigned against this for years with petitions, emails, and even articles. By the time the beer is packaged, isinglass only appears in trace amounts, but this still wasn't enough for vegans. Then in 2015, Diageo announced it would eliminate Isinglass with a new state of the art filtration system. By 2017, all Guinness was fish free and vegan friendly, and it's been that way ever since.

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