The new collection features a range of premium headcovers, accessories and on-course essentials inspired by the heritage, character and unmistakable visual identity of Guinness, offering golfers a fresh way to celebrate the world’s most distinctive beer brand.
For PRG, the partnership carries particular significance. Founded in Northern Ireland in 2006, the new collection arrives at a fitting moment as the company marks its 20th anniversary this year. The Guinness Collection marks the latest chapter in that journey, bringing together two brands rooted in Ireland with a shared commitment to quality, craftsmanship and heritage.
The launch range includes four core collections, each drawing inspiration from elements synonymous with the Guinness story. Two Pint Collections feature designs inspired by the famous pint itself, while the Toucan Collection celebrates one of the brand’s most enduring symbols. The wider range also includes the Icon Collection, while a selection of metal accessories, towels, scorecard holders, yardage books and flags are also available to purchase.
The collections have been designed to appeal to golfers and Guinness enthusiasts alike, combining practical performance with distinctive styling that reflects the history and personality of the brand. A key feature of the launch is the introduction of PrimaTouch, a new material platform for PRG that has been used across all soft goods within The Guinness Collection.
PrimaTouch is an advanced, tightly woven fibre material developed to enhance the performance and refinement of ultra-premium leatherette products. Designed to provide increased structure, durability and longevity, the material offers enhanced resistance to water and staining while helping products maintain their premium appearance over time. The introduction of PrimaTouch represents an important step in PRG’s ongoing product development strategy as the company continues to invest in new materials and manufacturing processes.
The collection was officially photographed and filmed at Ardglass Golf Club, one of Ireland’s most celebrated golfing destinations and a longstanding PRG partner. Located on the County Down coastline, Ardglass provided a fitting backdrop for a launch that celebrates Irish heritage and craftsmanship – it’s also one of the venues on the Irish Golfer Event Series for this year with the event taking place on Friday October 2nd (click here for more info).
Stephen Riley, CEO of PRG Golf, said: “As a company founded in Northern Ireland, this partnership is one we are incredibly proud of. Guinness is a brand that is recognised around the world, but with a rich Irish heritage and culture, something that resonates strongly with PRG.
“This collection allowed our team to create something that honours that legacy while introducing new ideas through design and materials. The launch of PrimaTouch is an important moment for PRG, and we felt there was no better brand than Guinness to showcase it for the first time.”
The Officially Licensed Guinness Collection is available now and includes driver, fairway and rescue headcovers, blade and mallet putter covers, zip totes, towels, scorecard holders, yardage books, flags, divot tools, ball markers and bag tags.
For more information and to discover The Guinness Collection, visit www.prg-golf.com.
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