CANADA: Diageo rolls-out Guinness Black Lager

By | 23 May 2013

Diageo unveiled Guinness Black Lager Beer in 2011

Diageo unveiled Guinness Black Lager Beer in 2011

Diageo has extended the launch of its Guinness Black Lager to Canada, 19 months after it was unveiled in the US.

The 4.5% abv lager, which Diageo branded its “big play” of 2011, is on sale across Canada and will be supported by a TV, radio and online marketing push, Diageo said this week. It is available in 33cl bottles and priced “comparable to other premium import lagers”, Diageo said.

"Guinness Black Lager will appeal to people who are looking for more flavour from their lager beers,” Guinness Canada marketing director Geoff Kosar said. It uses the same roasted barley flavour as Guinness Draught “with a crisp new approach”, Kosar added.

Guinness Black Lager was launched in September 2011. At the time, Guinness global brand director Oliver Loomes told just-drinks it could significantly increase the brand's US business. “If we can crack it, the numbers will be big," Loomes said.

A Diageo spokesperson told just-drinks today the company does not give performance breakdowns for brand variants. However, in first-half results, released in January, Diageo highlighted a "disappointing rate of sale of the innovation". It said new advertising had been developed "to better communicate the brand’s product proposition". 

Expert analysis

Beer in Canada

Beer in Canada industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2006-10, and forecast to 2015). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the Canada beer market. Includes market size and segmentation data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Diageo, Guinness

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