Guinness is hoping to lure coffee drinkers with a cold brew-flavoured version of its core drink.
The 4% abv drink boasted “the perfect balance of bitter and sweet roast coffee tasting notes”, it said.
To create it, cold brew coffee was added to Guinness Draught, along with “additional roasted barley flavours”.
The drink provided approximately 2mg of caffeine per can – roughly equivalent to a decaf coffee, claimed Guinness.
It has rolled into Tesco stores today (19 April), with a wider rollout planned for the coming weeks (rsp: £5.50/4x440ml).
The drink – which is intended to recruit new adult drinkers – brought “the magic of Guinness and coffee culture together” to create “an elevated experience for beer and coffee lovers alike”, said the brand.
Head of Guinness GB John Burns said he was “delighted” with the NPD, adding there was a “natural connection” between the flavours of coffee and Guinness.
“We firmly believe we have created a taste experience truly unrivalled in the market and with over 95 million cups of coffee being consumed every day in Great Britain alone, now is the moment to offer a product which plays to an excitingly vast consumer space,” he said.
The launch is being supported by marketing spend, including social media, influencer, and advocacy activity.
It is the latest in a string of big moves by the brand, which is splashing £73m on the construction of a brand hub in London’s Covent Garden. Last year also saw the much anticipated Guinness 0.0% roll out almost a year after its initial launch was curtailed by a product recall.
The Diageo-owned brand grew its value sales by 18.4% to £124.3m in the 52 weeks to 11 September 2021 [NielsenIQ].
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