Off-trade

Guinness Black Lager arrives in Republic of Ireland

Guinness Black Lager has launched in the ROI market, available in packs of 4 X 330 ml bottles

The latest taste sensation in lager from Guinness has arrived with the launch of Guinness Black Lager in the Republic of Ireland. Guinness Black Lager combines the refreshing taste of lager with the unique taste of Guinness for a completely unique lager taste sensation.

Developed by the master brewers at Guinness in response to a growing desire from lager drinkers for more taste, Guinness Black Lager is brewed just like a lager with the addition of Guinness signature roasted barley. Guinness believes this gives it a flavour that’s quite unique from that of other lagers.

The lager has a uniquely clean and crisp taste sensation, with subtle malt notes with the surprise of a wonderful roasted barley flavour to finish. Best served chilled and straight from the bottle, its malt notes make it the perfect accompaniment to a wide range of foods particularly grilled and BBQ meats.

Speaking at the launch of Guinness Black lager, Sarah Spain, senior brand manager, Guinness said: “We are delighted to be launching Guinness Black Lager in the Republic of Ireland. Innovation and a commitment to brewing great tasting, high quality beer is at the heart of Guinness. The Master Brewers of Guinness have built upon 250 years of rich brewing heritage to take lager enjoyment to a new level. Guinness Black Lager represents a real evolution in the beer category, offering consumers a new taste experience”.

Guinness Black Lager is available in over 800 grocery stores and off-licences nationwide and sold in a pack of 4 x 330ml bottles. The new lager was launched in Dublin last night (18 July) at an event held beside the Tivoli Theatre, Francis Street, featuring various ‘taste sensations’ including food from the Sett Food Club, widely acclaimed pop-up restaurateurs who designed a menu bespoke to Guinness Black Lager, a Dine In The Dark experience, and music from guest DJ David Kitt.

Guinness Black Lager was test marketed in Northern Ireland in 2010 and was launched in the U.S in 2011.

Check the Guinness Facebook page for details of sampling opportunities in off-licences and grocery stores countrywide from August 2012.

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