New Guinness Red is ready for UK launch

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

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%.

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

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 lighter roasted barley used in Guinness Red 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. ​

"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."

Diageo's Guinness Red launch follows a number of recent brand extensions for the beer brand, including the limited edition Guiness Bread and Marmite.