Guinness launches into craft beer market

By | September 8, 2014

Guinness Dublin Porter Guinness have branched out into the increasingly competitive craft beer market with the launch of two new drinks. Brand owner Diageo estimates the launch will deliver £58m incremental value to the Premium Ales category over the next two years across both the on and off trade1 a £5m marketing campaign. The new dark beers mark the first step in a significant commitment to brand growth through innovation from the Guinness Brewers Project in Dublin. The Brewers Project, St. James’s Gate, Dublin is made up of a group of enterprising brewers given license to explore new recipes, reinterpret old ones from historic brewers diaries and collaborate freely to bring exciting beers and will be supported by Beer is currently experiencing a ‘craft revolution’, driven by consumers demanding more authentic and rewarding experiences from the products they are purchasing2 Guinness Dublin Porter and Guinness West Indies Porter taps into this trend and is set to ignite the category by making it more accessible to new customers through the Guinness trademark.

Dublin Porter

Interpreted from Guinness earliest Porter recipe in the 1800s, Dublin Porter is a sweet, tasty, smooth beer with warm notes of caramel. This refreshing tasting beer has a lower ABV and is designed to appeal to a broader market of seasoned beer drinkers who are looking for a more characterful beer. It also goes well with food and is set to open up a new stout-alfresco occasion which will attract new drinkers.

West Indies Porter

Guinness West Indies Porter is an interpretation of a beer the brand brewed back in 1801. With its lingering notes of toffee, the complex beer offers consumers a real depth in flavour with a distinctive yet rounded taste. Designed to be consumed with friends during a relaxed occasion, this variant is set to appeal to the slightly more discerning consumer who is looking to explore new and different flavours of dark beer Marketing Director for Guinness Western Europe, Stephen O’Kelly, said: “For over 250 years Guinness has been brewing great beers that are loved by consumers all over the world and for this launch we have gone back to the brand’s roots. “We set our most enterprising brewers on a quest to explore new recipes, reinterpret old ones and collaborate freely, giving today’s consumer new experiences inspired by our past. “Our draught and bottle serves are set to inspire consumers to broaden their beer repertoires and ultimately drive incremental sales into the category. We are incredibly excited to launch our new crafted premium porters and open this category up to a new generation of drinkers.” The launch will be supported with a substantial £5m marketing campaign which includes OOH, cinema, digital and POS. The campaign will be brought to life through a team of ambassadors from the Brewers Project who will lead bar staff education and in-outlet consumer testing events, to help engage customers with the new beers and their personalities. The packaging and POS items, which include vintage wall signs, drips mats and displays, are inspired by the historic Guinness label, highlighting the authenticity of the brand. Both products will be available in the 500ml bottled format, and the Guinness Dublin Porter also in draught pint format. In the on trade the Guinness Dublin Porter will have a RRSP of £3.65, with the same RRSP for a draught pint, while the Guinness West Indies Porter will have a RRSP of £4. In the off trade the Guinness Dublin Porter will have a RRSP of £2.20, while the Guinness West Indies Porter will have a RRSP of £2.65. Both products will have a promo RRSP in the off-trade of 3 for £5.