Diageo Ireland is developing a new collection of limited edition stouts, called the Guinness Brewhouse Series, for the Irish on-trade. The first in the series, Guinness Brew 39, will hit Dublin's pubs and bars on 19 October for a period of six months, a spokesperson for Diageo Ireland told just-drinks today (29 September).

Using the same fusion of ingredients as Guinness, the new range will have slight changes to the original recipe, the spokesperson said. Guinness Brew 39 will be characterised by the late introduction of hops in the manufacturing process.

The new collection will be introduced on a phased basis for about six months each. Guinness Brew 39 will initially be distributed to 300 outlets in the greater Dublin area.

In a statement, Paul Kelly, marketing director, Diageo Ireland, said: "Consumers have told us that they want choice and we are responding to this demand with the introduction of the Guinness Brewhouse Series. Our extensive consumer research has told us that our consumers will appreciate the opportunity to try different stout brews. We are constantly responding to changing consumer needs, so for this reason, we believe it is timely to launch the Guinness Brewhouse Series."

The launch will be supported by press and radio advertising, direct marketing, PR and consumer sampling.