Guinness is Giving Away Beer Binoculars to World Cup Fans — Here’s How You Can Get a Pair

(Photo: Guinness)

Guinness is toasting the World Cup with a limited-edition pair of binoculars shaped in the likeness of two foaming glasses of beer. Stout-standing vision? Bringing sights into pint-blank range? The dad jokes practically write themselves.

Last week, Guinness US unveiled the boozy binoculars in an Instagram post that’s already garnered over 1,500 likes. According to the team, the collectible was “created for fans who never want to miss a moment of the beautiful game. Whether watching from the upper deck, across a crowded pub or at home with friends, they offer a new ‘pint of view’ on the action.” The announcement video depicts a group of fans at a World Cup watch party, gazing through a crowded bar window with Guinness optics in hand.

Four pairs of beer goggles are up for grabs through a contest that will run until June 27. All you have to do is follow @guinnessus on Instagram, tag a friend with #GuinnessBinocularsSweepstakes and leave a (presumably positive) comment under the post. As usual for sweepstakes of this sort, users must be at least 21 years old to enter.

Guinness has been on a seemingly unstoppable winning streak, growing global sales by 13% in 2025 and an impressive 15% in 2024. The brand’s snowballing success has been helped by co-signs from the likes of Kim Kardashian and Olivia Rodrigo, viral challenges like “splitting the G” and positive reception of its flagship non-alcoholic stout, Guinness 0.

The historic beer maker has capitalized on the zeitgeist with a string of limited-edition drops aimed at younger consumers, among whom the brand has seen its biggest gains over the past few years.

Popular launches have included an ice cream released in collaboration with Van Leeuwen, a one-off lager spearheaded by NFL Hall of Famer Joe Montana and a bundle of Last Crumb cookies that we found, for the most part, to be excellent.