Flour Power

Guinness, the brand that is a synonym of “the black stuff”, is entering the black lager market with a new product – Guinness Black Lager.

Pitched at a younger market, the drink will be served up in 330ml bottles and supported by a new advertising and marketing campaign. It is being trialled in Northern Ireland and will go on sale at selected pubs and off-licences, priced similar to other premium lagers.

It seems like every once in a while Guinness tries to launch a crazy new product, and has failed consistently. Examples of such flops from Dublin’s legendary St James’ Gate brewery include “white Guinness” Breo and Guinness Light. But this time they’re confident this new product will be a success, maybe because of the growing popularity of dark lagers. John Kennedy, Diageo’s managing director, said the new beer had a unique taste which is “an evolution in lager making”.

With this lager, the master brewers of Guinness have built upon 250 years of rich brewing heritage to take lager enjoyment to a new level.

(via Independent.ie)