Guinness Black Lager

Guinness is famous for its dry stout which originated in Dublin. The purpose of the new product is to open up new streams of revenue. It is aimed at young male drinkers who prefer chilled, bottled lagers to pints of beer and is being sold in 330-millilitre bottles for six to nine months in Northern Ireland, as a test market for Europe, and in Malaysia to see whether there are opportunities for the product elsewhere. In Malaysia the beer will be known as Guinness Premium Beer. It will be offered at a comparable price to other premium lagers. The move follows previous attempts by Diageo to boost sales by introducing variations of Ireland’s famous Guinness stout. In 2005 the company sold Brew 39 in bars in Dublin and before that it introduced Guinness XXX Extra Strong, Guinness Gold. If the beer performs during its trial, it will be introduced to other markets in Ireland, Europe and the U.S