Marketing

Guinness Black Lager launched into off-trade

Diageo Ireland launched Guinness Black Lager to the Irish off-trade recently, combining 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, Guinness Black Lager is brewed just like a lager with the addition of Guinness signature roasted barley. This gives it a flavour that’s quite unique from that of other lagers, claims Diageo Ireland which states that 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’d meats, adds Diageo Ireland.

Speaking at the launch of Guinness Black lager, Senior Brand Manager for Guinness Sarah Spain said, “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”.

Following test marketing in Northern Ireland in 2010 and in the US last year, Guinness Black Lager is now available in over 800 grocery stores and off-licences nationwide and sold in a pack of 4x330ml bottles.
Check the Guinness Facebook page for details of sampling opportunities in off-licences and grocery stores countrywide from this August.

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