| Type | Lager |
|---|---|
| Manufacturer | Diageo |
| Country of origin | Ireland |
| Introduced | 2010 |
| Alcohol by volume | 4.5 |
| Colour | Black |
Guinness Black Lager is a black lager being trialled in Northern Ireland and the United States by Diageo, and in Malaysia by Guinness Anchor Berhad, under its Guinness brand name.[1] Test marketing began in March 2010.
Contents |
Guinness is famous for its dry stout which originated in Dublin. The purpose of the new product is to create new income. It is aimed at young men who prefer chilled, bottled lagers to pints of beer, and is being sold in 330 millilitre bottles for six to nine months in Northern Ireland, as a test market for Europe, and in Malaysia[1] to see whether there are opportunities for the product elsewhere. In Malaysia, the beer will be known as Guinness Premium Beer. It will be offered at a comparable price to other premium lagers. The move follows previous attempts by Diageo to boost sales by introducing variations of Guinness stout. In 2005, the company sold Brew 39 in bars in Dublin and before that it introduced Guinness XXX Extra Strong, Guinness Gold. If the beer sells well during its trial, it will be introduced to other markets in Ireland, Europe and the U.S.[2]
Guinness Black Lager is currently available in Australia and in select areas in the USA, including Arizona, Arkansas, California, Colorado, Connecticut, Florida, Georgia, Hawaii, Illinois, Maine, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Nebraska, New Hampshire, New York, North Carolina, Ohio, Oklahoma, Pennsylvania, Virginia, and Washington.
Diageo decided not to launch the new beer in the Republic of Ireland due to the massive decrease in alcohol sales in that country. Alcohol consumption has dropped two per cent from its all-time peak in 2001.[3] The lager is being offered at selected bars and off-sales outlets in Northern Ireland. The launch will be accompanied by an advertising and marketing campaign with promotions in bars.[4]
It is a 4.5 percent strength brew and gets its black colour from the roasted barley added into it.[5]
Guinness has made several unsuccessful attempts to vary its brand in the past. These include Guinness Breo and Guinness Light.[6]