Thursday, August 25, 2011
Pint of the black stuff ... on ice: Guinness bids to conquer crowded U.S. beer market with new 'black lager'
Guinness is set to make an attempt to conquer the crowded U.S. beer market with the launch of a new 'black lager'.
The stout brand, famous for its dark hue, creamy head and the 119.5 seconds maker Diageo says it takes to pour the perfect pint, is to break with tradition by offering the new drink in the U.S.
Guinness Black Lager - already trialled in Northern Ireland and Malaysia - is a 4.5 per cent strength brew and gets its black colour from the roasted barley added into it.
The company says new beer combines the refreshing taste of lager with the unique character and flavour of Guinness.
And in a further break with tradition, the new beverage must be served cold - even over ice.
Guiness believes its latest beer - with a suggested retail price of $8.49 for a six-pack - will help it keep up with an expanding marketplace.
Doug Campbell, brand director at Guinness, said: 'The US beer market is evolving and we believe this is the right time to introduce a lager to meet consumers' needs.
'Guinness Black Lager will appeal to a range of drinkers; those who want a refreshing tasting beer with real character, and our loyal Guinness consumers, who want a variety of unique experiences and a refreshing taste profile for certain occasions.'
Guinness is already the third most-imported beer in the U.S., with 1.3 per cent of a $101billion dollar market, but its numbers are dwarfed by generic lager giants Anheuser-Busch and MillerCoors.
But will the American consumer, more used to light-gold lagers, take to the new drink?
The company describes the new taste as light and crisp with a subtle hint of malt, and a slight hop finish. One mid-afternoon suds sipper got a preview taste.
'Oh,' she said, surprised. 'I actually like it and I’m not a big Guinness drinker. It looks like you’re drinking a Guinness, but it tastes like you’re drinking a lager.'
Purists are sure to be perturbed by Guiness's apparent break with tradition, but Fergal Murray, the company's master brewer, denied that they were abandoning their heritage.
'It is a Guinness lager and it’s going to be positioned against other lagers in the marketplace,' he said.
'It's in line with everything we’ve ever done in terms of getting great beers out there in the market.'
The new drink is packaged in 11.2 oz bottles with blue and silver accents. Unlike the signature Guinness stout, Black Lager is made to be enjoyed right from the bottle.
It is set for its full U.S. launch on September 1, to coincide with the start of the American football season.
REPRINT from: http://www.dailymail.co.uk/news/article-2029665/Guinness-launches-black-lager-served-ice-conquer-U-S-market.html#ixzz1W1wns1Pd