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Guinness trials Black Lager in Northern Ireland

By Sonya Hook , 23-Mar-2010

Guinness: trialling black lager

Guinness: trialling black lager

Guinness is trialling a black lager in Northern Ireland to tap into a growing segment of the lager market.

Guinness is trialling a black lager to tap into a growing segment of the lager market.

 

The drink — simply called Guinness Black Lager — offers consumers a new "refreshing lager" taste in comparison to the distinctive flavour of the traditional dry stout parent brand, as it is brewed like a lager but is made black by malting the barley for longer.

 

The new product, which is served in 330ml bottles, is being trialled in Northern Ireland, supported by a new advertising and marketing campaign plus in-bar promotions.

 

"Guinness Black Lager, like all lagers, is characterised by its refreshing taste," said head of Diageo Northern Ireland, Michael McCann.

 

"The addition of Guinness expertise, roasted barley and a late hopping imparts a taste that is unique among lagers."

 

Sales of black lager are reported to be soaring in the UK, with offerings such as Budvar Dark and Brewdog's Zeitgeist both recording an increase in demand in the past year.

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