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28/09/2005
Guinness gives you a new take on black stuff
OVER 25 years since the disastrous launch of Guinness Light, the world famous stout is introducing a new version of Guinness from next month.
A new brew named Guinness Brew 39 will be introduced into 300 pubs in Dublin initially.
The company said yesterday that this was the first in a series of limited edition "Guinness Brewhouse" stouts, and Brew 39 will be available for six months.
Subsequent stouts will be expanded into the rest of the country, and possibly further afield.
The new innovation comes against a background of falling stout sales and the company hopes the variations will stimulate new interest in the black stuff. The company said the variations were being introduced to meet consumer demand for "something different".
It has been speculated for some time that Guinness would introduce a more generally palatable pint, but the company stressed yesterday that this new brew was not a search for an alternative to Guinness.
Brew 39 looks the same as a normal pint of Guinness but is a smoother stout, with less bitterness. However, Guinness brewer John Quinn said he would not describe it as a "less challenging" drink than Guinness. The alcohol content and price is the same as the traditional pint. The brewers at St James's Gate are working on the next in the series, which will be released in March. "What it's giving to our modern drinkers is something that we know people are looking for - something a bit different, a bit of variety," said Mr Quinn. The ill-fated 1979 launch of Guinness Light carried the tagline "they said it couldn't be done" and famously, it couldn't. But Guinness says that the latest versions will compliment the well-loved pint.
Irish Independent
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