Guinness Red gains wider audience

September 1, 2007: Following a successful three-month trial in the UK, the makers of Guinness Red are embarking on a £2.5 million roll-out campaign to bring the smoother sweeter taste of Guinness Red to beer fans across the country.

Guinness Red is made from the same raw ingredients as Guinness Draught — hops, barley, water and Guinness yeast. However, unlike Guinness Draught, which uses fully roasted barley, Guinness Red uses lightly roasted barley to create a substantial beer with a distinctive red colour, while also revealing smoother, sweeter flavours then regular Guinness, but still topped off with the famous creamy white head.

Simon Garnett, senior innovation manager for Guinness Red, said: "We are delighted with the results of the test, which emphatically show we have successfully recruited new drinkers to the Guinness brand.

"Guinness Red has all the hallmarks of the distinctive brand they love, but with a smoother sweeter taste. People who usually only drink a few pints of Guinness a year, on events such as St Patrick's Day and when watching the rugby, now have another reason to choose Guinness more often."

The expansion focuses on the Central region and will be supported with an advertising campaign early next year. To reach a wider audience and test other key regions, Guinness Red will also be available in key managed bar groups, such as Mitchells & Butlers (owners of O'Neills among other bars), which are traditionally successful outlets for Guinness.

To find your nearest bar stocking Guinness Red, go to www.guinnessblog.co.uk. The retail price will be in line with regular Guinness. (At this time Guinness Red will not be available in Northern or Southern Ireland.)

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