Guinness rolls out mid-strength in 2012

Master Brewer & Global Brand Ambassador, Fergal Murray said, “Guinness Mid-Strength is a great alternative for times when you want to socialise with friends, like during the Christmas period, but there are limitations on the amount of alcohol you’d like to consume. It has the same distinctive taste, texture and unmistakable look as Guinness. We invested a lot of time in developing this product so that there is no compromise on taste compared to Guinness.”

Guinness has begun a national roll-out plan for Guinness Mid-Strength to pubs and bars nationwide following an extensive trial period with further roll-out and investment planned in early 2012.

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The product is already in 600 pubs nationwide with the same key Guinness ingredients, ensuring the same distinct quality and taste. The only difference is the lower alcohol content of 2.8 per cent.

The product is already in 600 pubs nationwide Following initial pub trials in Limerick and suburban areas of Dublin in 2006/2007 and further successful trials in golf, GAA and other sporting club bars over the last 12 months. Guinness intends continuing its investment and will make Mid-Strength available in at least 1,000 pub outlets, particularly in suburban and rural pubs, by June 2012.

The product is being promoted with in-pub POS, sampling and PR at the moment with further marketing investment and – for the first time – an ATL campaign next year.

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