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.”