FRANCE: Diageo hopes Surger will boost Guinness sales

By just-drinks.com editorial team | 6 April 2006

Diageo is hoping its Guinness "Surger" system will boost sales of the iconic stout in France by July, according to local reports.

Diageo unveiled the system - which gives a sonic blast to a pint of Guinness to activate the settling motion of the beer in a glass - in the UK in February, in an attempt to boost home consumption of Guinness. In France, however, the product will be targeted at bars around the country.

Gael Julliand, Guinness's commercial director for France, said Diageo hoped 2,500 Surger units would be installed by July, Reuters said yesterday (5 April). Around 1,500 sites in France currently sell draught Guinness.

Sectors: Beer & cider

Companies: Diageo