Following a successful three month trial in the UK, the makers of Guinness Red are embarking on a £2.5 million roll out campaign to bring the smoother sweeter taste of Guinness Red to beer fans across the country.
Guinness Red is made from the same raw ingredients as Guinness Draught - hops, barley, water and Guinness yeast. However, unlike Guinness Draught, which uses fully roasted barley, Guinness Red uses lightly roasted barley to create a substantial beer with a distinctive red colour, whilst also revealing the inherent smoother, sweeter flavours of regular Guinness, topped off with the famous creamy white head. (See notes to editor for comparative tasting notes)
Simon Garnett, Senior Innovation Manager for Guinness Red comments: 'We are delighted with the results of the test, which emphatically show we have successfully recruited new drinkers to the Guinness brand. Guinness Red has all the hallmarks of the distinctive brand they love, but with a smoother sweeter taste. People who usually only drink a few pints of Guinness a year, on events such as St Patrick’s Day and when watching the rugby, now have another reason to choose Guinness more often.'
The expansion focuses on the Central region (see notes to editor for list of key towns /cities) and will be supported with an advertising campaign early next year. To reach a wider audience and test other key regions, Guinness Red will also be available in key managed bar groups - such as Mitchells & Butlers (owners of O’Neills amongst other bars) – which are traditionally successful outlets for Guinness.
To find your nearest bar stocking Guinness Red, go to www.guinnessblog.co.uk. (At this time Guinness Red will not be available in Northern or Southern Ireland.) RRP will be in line with regular Guinness.
Notes to Editor
Comparative Tasting Notes:
Guinness Draught:
Taste: Roasted barley gives its characteristically dark colour and bitter, roasted flavour
Feel on mouth: Smooth and creamy with a substantial body
Guinness Red: Taste: A subtle sweetness (caramel, malt and biscuit) balanced with the traditional roast and bitter flavours of Guinness
Feel on mouth: Exceptional smoothness with traditional Guinness creaminess
Central Region:
The roll out campaign will focus on the following key towns/cities: Stoke on Trent, Oxford, Aylesbury, Wrexham, Nottingham, Gloucester, Swindon, Derby, Birmingham, Dudley, Wolverhampton, Leicester, Telford, Shrewsbury, Coventry, Evesham, Stratford, Leamington Spa, Hinckley, Nuneaton, Stafford, Coalville, Rugby, Daventry, Corby, Northampton, Walsall, Tamworth, Loughborough.
Diageo Great Britain is the sales and marketing division of Diageo in Great Britain. Diageo is the world's leading premium drinks business, owning such brands as Smirnoff, Guinness, Gordon's, Bell's and Baileys. Visit www.diageo.com for more information on the company and brands.
Innovation is pivotal to Diageo Great Britain's growth and we are constantly monitoring the marketplace and talking to both consumers and commercial partners to help identify new opportunities and trends in the drinks industry.
Visit www.drinkaware.co.uk for information and guidance on responsible drinking.