This February, the brewers of Guinness® will commence a trial of GUINNESS RED™, a new type of Guinness, which uses lighter roasted barley for a rich red colour and a bittersweet taste. At this early stage, Guinness Red will only be available in 142 pubs and bars within the UK and the launch partner for the trial is Mitchells & Butlers (MAB), who owns outlets including O’Neill’s, Castle, Ember and Tavern.
Simon Garnett, Senior Innovation Manager for Guinness Red comments:
“The Guinness brand has a reputation for exciting innovation in the beer category. Whilst Guinness Red is still very much in the initial test phase, we expect it to be enjoyed by less regular drinkers of Guinness; people who love the brand but perhaps only drink a few pints a year on events such as St Patrick’s Day and when watching rugby. Guinness Red has all the hallmarks of the distinctive brand they love but with different flavours and a bittersweet taste.”
Guinness Red has an ABV of 4.1%, in line with Guinness Draught and will be priced in line with Guinness Draught also.
Following the trial, a full evaluation will be conducted and a decision will be made as to whether Guinness Red will be officially launched in the UK.
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Notes to editors:
> The GUINNESS and GUINNESS RED words and associated logos are trade marks.
>There are four variants of Guinness currently available in the GB and six worldwide. Guinness is distributed in more than 150 countries.
>Guinness has a long history of leading innovation within the beer category. It was the first nitrogenated draught beer (1958) and Guinness Draught Extra Cold was the first entry into the extra cold draught beer category (1998). The brand also revolutionised the at-home draught beer drinking experience with the invention of the widget (1988).
>Guinness in Ireland has no plans to launch Guinness Red
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®.
Innovation has been pivotal to Diageo Great Britain's growth and there is a strong track record of success in this area over the last few years, including Smirnoff Ice and Baileys Minis. Most recently, Bell's Special Reserve Scotch Whisky, Quinn’s, Smirnoff Penka Vodka and Slate 20 have all been successfully launched into the GB marketplace.
Diageo Great Britain is a member of The Portman Group, promoting responsible drinking. Visit www.drinkaware.co.uk for information and guidance on responsible drinking.