Guinness to launch on-trade surger

Guinness is to launch a bar-top unit that claims to deliver draught quality Guinness from cans in the UK on-trade.

The device, known as the Surger, was first introduced in Japan and France, and has been test marketed in Australia and Spain.

The unit uses special unwidgeted 52cl cans of Guinness, and delivers the creamy head by sending an ultra-sonic pulse from its base through the liquid.

There are a lot of people who will drink Guinness around key events such as St Patrick's Day or watching rugby but not at other times ​ Diageo innovation manager Simon Garnett.

Diageo GB is testing the device in 100 on-trade outlets in the Meridian region, and sees it as a way of gaining distribution and improving product quality in restaurants, hotels and low-volume pubs, that sell less than half a keg a week.

Trade and retail prices should be in line with Draught Guinness, the company said.

The new Guinness Red brand will be in all of its test outlets by the end of this week (Feb 2).

The trial takes in 142 Mitchells & Butlers pubs, across a range of styles and brands, including all 71 O'Neill's.

Red is being aimed at infrequent, male Guinness drinkers, who drink fewer than four pints a year.

Diageo innovation manager Simon Garnett said: "There are a lot of people who will drink Guinness around key events such as St Patrick's Day or watching rugby but not at other times.​

"We want to make the Guinness brand more accessible outside those events."

It is made using barley roasted for a shorter time than regular Guinness, giving it a slightly sweeter taste profile and deep ruby colour.

A new Guinness ad features a pair of stop-frame animated hands performing a dance, echoing the famous Anticipation ad of the 1990s.

Guinness is spending a tenth of its annual marketing budget of £25 million on screening the ads in February and March.