New version of Guinness being trialled
14 September, 2009
Lower strength product may be given full launch if it proves popular in Scottish tests
A trial begins today in 13 pubs in Fife and Edinburgh of a lower alcohol version of Guinness.
Guinness producer Diageo has said that the 2.8 per cent ABV Guinness Mid-Strength is a response to the Scottish government’s work on tackling irresponsible drinking. Diageo claims that Mid-Strength has the same texture, taste and appearance as standard Guinness, but is lower than its 4.1 per cent ABV.
The introduction in Scotland follows similar trials of the product in Limerick and Dublin since 2006.
The Scottish trial will continue for three months before its results are evaluated and a decision is made on making Mid-Strength more broadly available.
Steve Hamilton, Diageo director of innovation and nurture, said: “We believe that by trialling Guinness Mid-Strength, we are offering consumers in Fife and Edinburgh a choice on those occasions when they want to cut down on their alcohol intake but still enjoy their Guinness to the full.
“Guinness Mid-Strength is part of our dedication to delivering products which provide consumers with choice without sacrificing taste or quality.”