Diageo is launching a range of craft beers under its Guinness brand.
The range makes its debut from next week with a 3.8% abv Dublin Porter and a 6% abv West Indies Porter, but the brewer is hoping to eventually extend beyond porter and stout.
Guinness is aiming to tap interest in premium bottled and craft beers with the drinks, which were developed at the Guinness Brewers Project, described by Diageo as “a small innovative brewery with a team given license to reinterpret historic recipes and bring to life new ones.”
Dublin Porter (rsp: £2.20/500ml) is based on Guinness’s earliest porter and pitched as a refreshing brew aimed at seasoned beer drinkers. West Indies Porter (rsp: £2.65/500ml) is an interpretation of a beer first brewed in 1801, said to offer “real depth in flavour.”
“We have started with porters, but we could broaden beyond that in a way that feels right for the brand,” said Stephen O’Kelly, marketing director for Guinness Western Europe. “We don’t want beers that are badged Guinness - we will only launch those that can take the DNA of Guinness into other categories.”
Guinness estimated the new range could deliver £58m incremental value to the premium ales category over the next two years across the on and off-trade. The launch will be supported with a £5m marketing campaign that includes outdoor cinema, digital and PoS.
Both beers - also available to the on-trade in bottles and draught - will be backed in retail with three-for-£5 deals.