Menu
23/03/2010
Lighter Guinness Bid Revived
Diageo's Guinness is today launching a 'black' lager as the company attempts to combat falling sales.
The 'new' drink, named Guinness Black Lager, is aimed at a younger market and will come in 330ml bottles for sale at selected pubs and off-licences, priced similarly to other premium lagers.
It hopes to open up new streams of revenue with the creation of the lager, which is being trialled only in Northern Ireland, supported by a new advertising and marketing campaign.
In 1979, it rolled out a low-calorie product called Guinness Light and used the advertising tagline "they said it couldn't be done" which turned out to be true as it couldn't - Guinness Light flopped and had to be withdrawn.
Guinness previously oversaw the demise of one other novel product, Breo which also struggled in the market place.
However, John Kennedy, Diageo Ireland's Managing Director, said today that the new beer has a unique taste and is an "evolution in lager making".
The Head of Diageo Northern Ireland, Michael McCann told the licensed trade journal, Morning Advertiser: "Guinness Black Lager, like all lagers, is characterised by its refreshing taste.
"The addition of Guinness expertise, roasted barley and a late hopping imparts a taste that is unique among lagers," he said.
"It offers consumers a 'refreshing lager' taste in comparison to the distinctive flavour of the traditional dry stout parent brand, as it is brewed like a lager but is made black by malting the barley for longer."
(BMcC/GK)
The 'new' drink, named Guinness Black Lager, is aimed at a younger market and will come in 330ml bottles for sale at selected pubs and off-licences, priced similarly to other premium lagers.
It hopes to open up new streams of revenue with the creation of the lager, which is being trialled only in Northern Ireland, supported by a new advertising and marketing campaign.
In 1979, it rolled out a low-calorie product called Guinness Light and used the advertising tagline "they said it couldn't be done" which turned out to be true as it couldn't - Guinness Light flopped and had to be withdrawn.
Guinness previously oversaw the demise of one other novel product, Breo which also struggled in the market place.
However, John Kennedy, Diageo Ireland's Managing Director, said today that the new beer has a unique taste and is an "evolution in lager making".
The Head of Diageo Northern Ireland, Michael McCann told the licensed trade journal, Morning Advertiser: "Guinness Black Lager, like all lagers, is characterised by its refreshing taste.
"The addition of Guinness expertise, roasted barley and a late hopping imparts a taste that is unique among lagers," he said.
"It offers consumers a 'refreshing lager' taste in comparison to the distinctive flavour of the traditional dry stout parent brand, as it is brewed like a lager but is made black by malting the barley for longer."
(BMcC/GK)
Related Northern Ireland News Stories
Click here for the latest headlines.
25 November 2024
Other News In Brief
DfC Launch Public Consultation On Gender Pay Gap A consultation on proposed changes to Section 19 of the Employment Act (Northern Ireland) relating to the requirements for employers to publish information on the pay of male and female employees has been launched by the Department for Communities.
Other News In Brief
DfC Launch Public Consultation On Gender Pay Gap A consultation on proposed changes to Section 19 of the Employment Act (Northern Ireland) relating to the requirements for employers to publish information on the pay of male and female employees has been launched by the Department for Communities.
14 November 2024
Belfast Christmas Market Announces Dublin Express As Official Travel Partner
Belfast Christmas Market is set to celebrate its 20th anniversary in style, with the announcement of Dublin Express as its official travel partner. Opening its gates on November 16th at 12 noon, the market is expected to attract over a million visitors.
Belfast Christmas Market Announces Dublin Express As Official Travel Partner
Belfast Christmas Market is set to celebrate its 20th anniversary in style, with the announcement of Dublin Express as its official travel partner. Opening its gates on November 16th at 12 noon, the market is expected to attract over a million visitors.
18 November 2024
Minister Lyons Highlights Northern Ireland's Engineering Heritage
Communities Minister Gordon Lyons has praised the engineering heritage of Northern Ireland during a recent visit to the Ulster Folk and Transport Museum. A particular highlight of the visit was the Ferguson Black Tractor, a groundbreaking piece of machinery that revolutionised agriculture worldwide.
Minister Lyons Highlights Northern Ireland's Engineering Heritage
Communities Minister Gordon Lyons has praised the engineering heritage of Northern Ireland during a recent visit to the Ulster Folk and Transport Museum. A particular highlight of the visit was the Ferguson Black Tractor, a groundbreaking piece of machinery that revolutionised agriculture worldwide.
22 November 2024
Mobile Gaming Trends in Northern Ireland
Mobile gaming has become an integral part of the entertainment landscape in Northern Ireland, encompassing everything from sports betting and online gambling to video games. As technology advances, particularly with the advent of 5G, the mobile gaming sector is poised for significant growth and transformation.
Mobile Gaming Trends in Northern Ireland
Mobile gaming has become an integral part of the entertainment landscape in Northern Ireland, encompassing everything from sports betting and online gambling to video games. As technology advances, particularly with the advent of 5G, the mobile gaming sector is poised for significant growth and transformation.
21 November 2024
Work Underway For Free Hospital Parking In Northern Ireland
Work has begun at several hospital sites across Northern Ireland as part of the preparations for the introduction of free car parking in May 2026. Health and Social Care Trusts have been actively preparing for the implementation of a new traffic management system since the Hospital Parking Charges Act was passed in 2022.
Work Underway For Free Hospital Parking In Northern Ireland
Work has begun at several hospital sites across Northern Ireland as part of the preparations for the introduction of free car parking in May 2026. Health and Social Care Trusts have been actively preparing for the implementation of a new traffic management system since the Hospital Parking Charges Act was passed in 2022.
-
Northern Ireland WeatherThis Evening and Tonight:A dry night, save for a few light showers around the coasts, with prolonged clear spells and light winds bringing a frosty dawn for many in central and southern parts. Minimum temperature -3 °C.
