New craft beers from the Diageo-owned brewery are ready to be launched and others are due to reach the market during the next three years.
In an exclusive interview with MA, Charles Ireland, Diageo general manager for the UK, Ireland and France, said there were plans to develop more beers for the on-trade and to build on the brand’s portfolio further.
In this video interview, Ireland said: “The philosophy of the Open Gate Brewery is to shift the perception of Guinness, the brewer, into a brewer of great beers and the project has a rotating programme of beers that will be available on either a semi-permanent basis or just a limited-edition basis.
“We’ve got a great pipeline of delicious beers coming through the business and we will be launching them over the next one, two and three years to keep the Open Gate Brewery Project really vibrant.”
Ireland added that there would be ales, lagers, bitters and stouts coming through the brewery over this period.
To learn more about the Open Gate Brewery Project and what Diageo plans to do with it in the coming years, watch this video.
Also, look out for an exclusive Big Interview with Ireland in an upcoming issue of MA to find out what the new Diageo boss has in store for the company and the on-trade.
Meanwhile, Guinness launched its St Patrick’s Day (17 March) plans earlier this month, detailing how it aims to add to the phenomenal growth in sales the dark beer experienced last year.
64% of Guinness pints on draught
Diageo says that during St Patrick's Day, 64% of pints served in the UK on-trade were Guinness Draught, while pubs sold an average of 125 extra pints when promotional kits were installed.
This year, Diageo is making 10,000 new activation kits available to the on-trade.
Diageo senior commercial planning manager Emma Rochford said: “St Patrick’s Day presents a golden opportunity for the on-trade because it encourages consumers to come together in celebration, especially as the final day of the RBS 6 Nations takes place on Saturday (18 March).
“The Irish origin and heritage of Guinness also provides a unique selling point during this time of year. Last year, 37% of the sales uplift was attributed to the activation of kits in outlet.”