If It Isn’t Your Favorite Vegan Beer Already, Jason Momoa’s New Guinness Commercial Should Do the Trick

It is no secret that Jason Momoa has been a fan of Guinness for some time and now, he has found a creative way to show the world just how much he loves this vegan beer. The Dublin-based beer company just released a new commercial, produced by Momoa’s company On the Roam. 

Flickr/Gage Skidmore

The ad, which Momoa also directed, kicks off with Aquaman (the superhero he plays in the 2018 action film) finding out that he is two-percent Irish and dashing off—through a crowded restaurant, street, and traffic—to celebrate the discovery with a fresh pint. 

The ad is a celebration of Momoa’s heritage (which on his mother’s side is native Hawaiian and Samoan and on his father’s side is Irish, German, and Native American). In fact, the commercial was a family affair. 

“My whole company is in it, we produced it, I co-directed it with my best friend, and then I wrote it with another best friend. My mom’s in it,” Momoa told The Hollywood Reporter. “It abso-f*cking-lutely is my dream job.” 

The partnership between Momoa and Guinness, his favorite post-workout drink, has been brewing for a decade. The 44-year-old Game of Thrones star visited the Dublin brewery multiple times and was even presented with his own imprint of the beer, the “Mano Brew.”

Is Guinness vegan?

There are many reasons to love Momoa’s favorite beer, a major one of which is that it is no longer made with animal products. 

In 2017, Guinness announced a pivotal shift in its production process, marking a significant milestone for vegan beer enthusiasts. The brand decided to eliminate isinglass, a fish bladder derivative traditionally used for yeast filtration, from its brewing process. This move was in response to growing consumer demand for more ethical and inclusive beverage options. 

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“The brewery is delighted to confirm that this phase of the project is complete and all Guinness Draught produced in keg format at St. James’ Gate Brewery and served in pubs, bars, and restaurants around the world, is brewed without using isinglass to filter the beer,” a spokeswoman for Guinness said in a statement at the time. 

Led by Guinness’s parent company Diageo, this transition set a new industry standard for large commercial brewers looking to enhance their sustainability and animal welfare practices. 

This change has not affected the quality of Guinness, a beer that is about celebration and community—as captured by Momoa in the new commercial.

For Momoa, drinking Guinness—which is lighter bodied and lower in calories and alcohol content than other beers—is less about getting tipsy and more about forming connections at local pubs. 

“To me, Guinness is like wine or sake,” Momoa said. “It has its own place. It’s not beer, it’s Guinness.” 

Jason Momoa’s sustainable ventures

Beyond his affinity for Guinness, Momoa is an avid environmentalist. In a notable 2019 speech at the United Nations, he represented the plight of island nations against the environmental degradation caused by industrialized countries, declaring, “We are a disease that is infecting our planet … We must initiate change now.”

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His commitment to sustainability is also evident in his establishment of Manalau, a water brand favoring aluminum cans over plastic bottles, further highlighted by a viral moment in 2019 when he shaved his beard to protest against plastic pollution. 

“We’ve gotta get rid of these plastic water bottles,” Momoa said in a statement at the time. “Aquaman is striving to do his part for the planet, for our children, and for future generations.”

In 2021, he also teamed up with the climbing gear company So iLL to introduce a line of vegan sneakers. The collaboration, named the iLL x On The Roam Collection, featured sneakers crafted from eco-conscious materials including organic cotton, a cork layer, and soles that naturally break down over time. These shoes incorporate insoles made by Bloom Foam, which repurposes harmful algae into eco-friendly material. 

Momoa is also the co-founder of Bozeman, MT-based spirits company Meili Vodka, which holds itself to a higher standard of sustainability. The company uniquely integrates the natural elements of fire, water, earth, and air into its distillation process, emphasizing eco-friendly practices. Its bottles are made from post-consumer recycled glass, directly addressing the issue of waste. 

Utilizing an ancient aquifer for its water source, Meili ensures the purity and taste of its vodka while maintaining environmental integrity. The grain used is sourced from local farms, minimizing the carbon footprint and supporting local agriculture. Finally, Meili’s commitment to sustainability extends to its production methods, focusing on reducing energy consumption and promoting regenerative practices.

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This Earth Day (April 22), Momoa will continue his fight for the planet on the big screen with the release of new documentary Common Ground. The film, directed by Josh and Rebecca Tickell, features a compelling lineup of environmental advocates, including Momoa, Laura Dern, Ian Somerhalder, Rosario Dawson, Woody Harrelson, and Donald Glover. 

This sequel to Kiss the Ground further explores the urgent need for a shift away from industrialized farming methods to combat climate change, restore biodiversity, and revitalize ecosystems. 

“Nature is the mother of us all, and if mama ain’t happy, we’re f*cked,” Momoa says in the film’s trailer. 

Currently, Momoa is in New Zealand filming the forthcoming comedic film Minecraft—alongside Jack Black, Jennifer Coolidge, and Danielle Brooks—which is slated for release in April 2025. 

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