On-trade

Guinness Dublin Amber Pale Ale launched

Diageo Ireland is celebrating its longstanding relationship with the LVA and Guinness’s unique relationship with the Dublin pub by brewing a limited-edition new beer, Guinness Dublin Amber Pale Ale.

Created by the Guinness brewers at St James’s Gate Brewery, the Ale has six varieties of hops, pine and citrus aromas and flavours, is nitrogen-infused for added smoothness and has a pleasant bitter finish.

To mark the occasion, Diageo Ireland will work together with the LVA and participating Dublin pubs to raise much-needed funds for the LVA’s chosen charity Alone. The funds raised will go towards Alone’s ‘Befriending Service’ which aims to provide much-needed companionship to older people who’re socially isolated, thus the volunteer programme will enhance their quality of life.

“We’re very proud of our relationship with the LVA since its establishment in 1817 and are delighted to celebrate this tremendous milestone by working with the LVA to raise a fund to support Alone’s work in the community,” said Diageo’s Category Marketing Director for Beers in Europe John Williams, “The new beer celebrates the unique Guinness and Dublin pub relationship that’s existed for over 200 years and will continue to grow in the future.

“We’re also delighted to support Alone which is an admirable charity that’s been combating social isolation among older people in Dublin for 40 years.”

LVA Chief Executive Dónall O’Keeffe commented, “It was really important for our members that we mark the bicentenary with a significant charity initiative and do something to give back to Dublin.

“We’re very pleased publicans have been able to do this in partnership with Diageo and Dublin Amber Pale Ale as it reflects a relationship with Guinness that’s been there from the outset of the establishment of the LVA 200 years ago. We’re particularly pleased with being able to support Alone. Community is central to the values of the Dublin pub and we’re delighted that we’re able to support the important work Alone does in helping older people to stay in their homes and in the local community.”

A donation of 50 cent for each pint of Guinness Dublin Amber Pale Ale sold in participating outlets between 6th March and 30th September 2017 will be made to Alone to support the expansion of its Befriending Network.

The money raised by Dublin publicans and Guinness Dublin Amber Ale will be used to support the expansion of Alone’s befriending network though recruiting, training and supporting an additional 250 volunteers to work with older people across the city. Alone has ambitious plans to double the number of housing units it provides for older people to 200 over the next two years.

Guinness Dublin Amber Pale Ale is available for a limited time on draught in many pubs across Dublin City and suburban pubs.

 

 

 

3 Comments

Sign up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's Free