Diageo is to trial a bottled Guinness lager in Northern Ireland and Malaysia, to be supported by heavyweight advertising.
Diageo will introduce 33cl bottles of Guinness Black Lager in both the on- and off-trade in Northern Ireland from this month, the drinks giant confirmed to just-drinks today (22 March).
At 4.5% abv, the lager version of Guinness will be sold “at a price comparable to premium lagers”, Diageo said.
“It represents a real growth opportunity for the brand,” a Diageo spokesperson told just-drinks.
The company is seeking to continue growing share with Guinness in the UK and Ireland by tapping into a growing consumer trend for premium, bottled lager.
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