Guinness Red is rolled out

Diageo Great Britain is rolling out Guinness Red, a smoother, sweeter Guinness which uses lighter roasted barley for a rich ruby red

colour.

The launch follows a successful trial in 141 Mitchells & Butlers (M&B) pubs across Britain earlier this year. The rollout will be focused on pubs in the region of central England and in select managed outlets nationwide.

The on-trade exclusive M&B trial showed that pubs saw a rise in Guinness sales and in overall beer sales, which grew by 4.3% on average.

Close to 60% of consumers who tasted Guinness Red during the trial said they would definitely buy it again.

Simon Garnett, senior innovation manager for Guinness Red, said: "It is targeted at occasional Guinness drinkers, people who love the brand but perhaps only enjoy a pint a few times a year on occasions such as St Patrick's Day and at the rugby.

"The lighter roasted barley used unlocks different flavours that exist within Guinness Draught, to create a pint that contains a subtle sweetness without compromising all the hallmarks of the brand such as the smooth body and creamy head.

"Test outlets sold at least one keg each week throughout the trial period with minimal cannibalisation of Guinness Draught sales."

Diageo will monitor its success and will make further decisions on wider availability in the New Year.