23/03/2010

Lighter Guinness Bid Revived

Diageo's Guinness is today launching a 'black' lager as the company attempts to combat falling sales.

The 'new' drink, named Guinness Black Lager, is aimed at a younger market and will come in 330ml bottles for sale at selected pubs and off-licences, priced similarly to other premium lagers.

It hopes to open up new streams of revenue with the creation of the lager, which is being trialled only in Northern Ireland, supported by a new advertising and marketing campaign.

In 1979, it rolled out a low-calorie product called Guinness Light and used the advertising tagline "they said it couldn't be done" which turned out to be true as it couldn't - Guinness Light flopped and had to be withdrawn.
News Image
Guinness previously oversaw the demise of one other novel product, Breo which also struggled in the market place.

However, John Kennedy, Diageo Ireland's Managing Director, said today that the new beer has a unique taste and is an "evolution in lager making".

The Head of Diageo Northern Ireland, Michael McCann told the licensed trade journal, Morning Advertiser: "Guinness Black Lager, like all lagers, is characterised by its refreshing taste.

"The addition of Guinness expertise, roasted barley and a late hopping imparts a taste that is unique among lagers," he said.

"It offers consumers a 'refreshing lager' taste in comparison to the distinctive flavour of the traditional dry stout parent brand, as it is brewed like a lager but is made black by malting the barley for longer."

(BMcC/GK)

Related Northern Ireland News Stories
Click here for the latest headlines.

09 October 2017
Union Disappointed Over Ruling Against Bombardier
Unite the union is disappointed with the preliminary ruling by the United States' Department of Commerce that recommended additional tariffs of 80% be imposed on Bombardier's C-Series over allegations of price-dumping.
17 October 2017
Northern Ireland To Play Switzerland In World Cup Play-Offs
Northern Ireland will play against Switzerland in next month's World Cup play-offs. Micheal O'Neill's side were paired with the Swiss and will play at Windsor Park Stadium in the first leg, and away in the second. Mr O'Neill said: O'Neill said: "Whoever we got we knew it was going to be a difficult game.
09 October 2017
Northern Ireland Make World Cup Play-Offs
Northern Ireland have made it through to the World Cup play-offs. The team were defeated by Norway 1-0 on Sunday, 08 October, however Scotland failed to beat Slovenia in their fixture, ensuring NI secured their spot in the tournament. The draw will be made later this month and the games - staged over two legs - will take place in November.
06 October 2017
World Cup 2018: Northern Ireland Defeated By Germany
Northern Ireland have been defeated by Germany at Windsor Park. The current world champions beat Northern Ireland 3-1 in Belfast. Sebastian Rudy scored the first goal in the second minute. Josh Magennis headed Northern Ireland's goal in stoppage time. However, Northern Ireland remain well placed to make November's play-offs.
23 March 2018
Prince Harry And Meghan Markle Visit Northern Ireland
Prince Harry and his fiancee Meghan Markle are on their first official visit together in Northern Ireland. The couple visited the Crown Liquor Saloon Bar and staff from the National Trust told them about some of the history of the bar.
21 March 2018
Pope Francis To Visit Ireland
Pope Francis is to visit Ireland in August. It will be his first papal trip to the country in almost 40 years. The pontiff will travel to Dublin to attend the World Meeting of Families. Pope John Paul was the last pontiff to visit Ireland in 1979.
25 April 2018
DUP Welcomes Commitment To City Deals
The DUP's Gavin Robinson has welcomed the Prime Minister's commitment to progressing City Deals in Northern Ireland. The East Belfast MP raised the issue during Prime Ministers Questions today, 25 April, in the House of Commons.
12 January 2018
New Black Taxi Jobs Announced
Funding to create 26 new Black Taxi driver jobs has been announced by Sinn Féin Councillor Ciaran Beattie. Cllr Beattie posted the news to his Facebook, and it is understood that the funding has been secured through Belfast City Council. A jobs fair for hopeful drivers will be held at Cultúrlann on 01 February.
05 December 2017
Brexit: Ireland Border Deal Is 'Far Too Ambiguous'
DUP MP Nigel Dodds has said the deal between the UK and EU is "far too ambiguous". The deputy leader of the party said the "UK stands together and nothing will happen that will cause the breakup of this great United Kingdom".
17 November 2017
'No Hardening Of The Border In Ireland' - SDLP
The desperate attempts by the British Government to move on to Phase 2 of the Brexit negotiations without providing information on the Irish border issue must be rejected, according to the SDLP. Leader Colum Eastwood said negotiations can only be reached if there is "sufficient clarity" that there will be no hardening of the border in Ireland.
13 November 2017
Northern Ireland's World Cup Dream Ends
Northern Ireland's dream of reaching the World Cup has come to an end. The team were playing against Switzerland on Sunday, 12 November, and the match ended with a 0-0 draw. Northern Ireland were defeated 1-0 on Thursday by Switzerland in Belfast, which means they failed to make it through to the World Cup.
10 November 2017
Northern Ireland 0 Switzerland 1
Northern Ireland have been defeated in their World Cup first leg play-off against Switzerland at Windsor Park. The team lost 1-0 and they have a lot of work to do to get one of the nine remaining places at next summer's finals in Russia.
04 December 2017
Appeal Issued After Armed Robbery In Belfast
An investigation has launched following an armed robbery at a shop in Belfast city centre. Two men, one armed with a knife, entered a shop on Castle Street at around 10.25am on Saturday, 02 December. They demanded money from staff and made off with a sum of cash.
13 December 2017
Man Arrested Over Prison Officer Murder
A 41-year-old man has been arrested in connection with the murder of a prison officer in 2012. David Black was killed by suspected dissident republicans as he was driving to work at Maghaberry Prison on the M1 in 2012. The man was detained in Armagh following his extradition from the Republic of Ireland, according to the PSNI.
20 October 2017
Unique Circumstances In NI Demand Specific Brexit Solutions - May
Prime Minister Theresa May has said that the unique circumstances in Northern Ireland demand specific Brexit solutions. She was speaking Brussels following a meeting with leaders of the European Union. Mrs May said: "It's vital that joint work on the peace process is not affected in any way. It's too important for that.