Diageo launches Guinness golden ale

20 March, 2015

Diageo is aiming to breathe life into its beer division by launching Guinness golden ale and backing the new brew with a £4.5 million ad campaign.

The drinks giant reported that beer sales were down 2% when it released its half-year figures in January, but the launches of Guinness West Indies and Guinness Dublin porter have helped it hold market share.

Diageo is now tapping into the burgeoning premium bottled ale category – a star performer in the off-trade, showing constant growth ahead of the BWS market – with the 4.5% Guinness golden ale.

The beer, which will hit shelves next month, retailing at £2.29, is brewed in Dublin using Guinness yeast and Irish barley, hops and malt.

Brewer Peter Simpson said drinkers will enjoy “subtle biscuit flavours, a crisp bitterness and a delicate hop aroma with a refreshingly clean finish”.

He added: “My ambition was to create a beautifully balanced ale from Guinness that would appeal to a broad range of people and introduce them to the exciting world of premium ale.

“The release of a golden ale from Guinness is a bold new step and I’m really proud to have created a great new beer that is worthy of the Guinness name.”




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter