Guinness Red to roll-out

Diageo GB has announced it is to roll out Guinness Red across central England during September.

The launch of the Guinness variant was announced last year and it has been on trial in 141 Mitchells and Butler pubs across the UK since January.

It is a smoother sweeter Guinness which uses lighter roasted barley for a rich ruby red colour.

Simon Garnett, senior innovation manager for Guinness Red, said: "Guinness Red is targeted at occasional Guinness drinkers, people who love the Guinness 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 results of the trial shows there is definitely an appetite for Guinness Red amongst consumers; test outlets sold at least one keg of Guinness Red each week throughout the trial period with minimal cannibalisation of Guinness Draught sales."

The on-trade exclusive M&B trial showed that pubs not only saw a rise in their Guinness sales but also in their overall beer sales, which grew by an average of 4.3 per cent. Close to 60 per cent of consumers who tasted Guinness Red during the trial said they would definitely buy Guinness Red again.

The launch will be backed up by marketing support, with emphasis on in-bar visibility, including bespoke Guinness Red founts to distinguish it from Guinness Draught and Guinness Draft Extra Cold, whilst still incorporating the distinct brand identity. An above-the-line campaign will kick off in the Central region at the beginning of 2008.