Guinness Dark Lager
Posted: Wed Aug 24, 2011 11:54 am
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Guinness recently announced the newest addition to its family of quality beers: Guinness Black Lager. The new offering, which has been tested recently in both Northern Ireland and Malaysia, is Guinness’ first foray into the lucrative craft beer market. The company says it wished to develop a beer with the taste of a lager and the character of Guinness.
“The US beer market is evolving and we believe this is the right time to introduce a lager to meet consumers’ needs,” said Doug Campbell, brand director at Guinness.
“Guinness Black Lager will appeal to a range of drinkers; those who want a refreshing tasting beer with real character, and our loyal Guinness consumers, who want a variety of unique experiences and a refreshing taste profile for certain occasions.”
The company describes the new taste as light and crisp with a subtle hint of malt, and a slight hop finish. The lager, which will have a dark black color and will weigh in at 4.5% ABV, is being packaged in 11.2 oz bottles with blue and silver accents. Unlike the signature Guinness stout, Black Lager is made to be enjoyed right from the bottle.
“With Guinness Black Lager we really wanted to build on all the elements that people love about Guinness,” said Fergal Murray, master brewer. “We take immense pride in the quality of our product and ensured that we built on the Guinness legacy when creating this distinctive lager. I have no doubt that Guinness and lager fans alike will enjoy this unique new lager.” he concluded.
Guinness Black Lager will launch across the US in September, with pricing in line with other premium import beers.
