Guinness is launching two new premium porters in the UK as its first products emerging from an innovation programme at the brewery in Dublin.
Guinness Dublin Porter and Guinness West Indies Porter will be supported with a £5million marketing campaign and activities such as bar-staff education and in-outlet consumer testing events.
Owner Diageo is tapping into the craft beer “revolution”, with estimates that the two new porters will add £58million in value to the premium ales category in the UK over the next two years.
Both products will be available in 500ml bottles, but the Dublin Porter will also be available on draught.
Inspired by Guinness’s earliest porter recipe in the 1800s, Dublin Porter is a sweet, smooth beer with warm notes of caramel. Recommended for drinking with food, it will have a lower ABV and is designed to appeal to “a broader market of seasoned beer drinkers who are looking for a more characterful beer”.
West Indies Porter is an interpretation of a beer the company brewed back in 1801. With its lingering notes of toffee, the complex beer offers a depth in flavour with a distinctive yet rounded taste. It is set to appeal to “the slightly more discerning consumer who is looking to explore new and different flavours of dark beer”.
The innovation has come out of the Guinness Brewers Project at St James’s Gate in Dublin which is made up of a group of brewers given licence to “explore new recipes, reinterpret old ones from historic brewers’ diaries and collaborate freely to bring exciting beers to life”.
Stephen O’Kelly, marketing director for Guinness Western Europe, said: “For over 250 years, Guinness has been brewing great beers that are loved by consumers all over the world and for this launch we have gone back to the brand’s roots.
“We set our most enterprising brewers on a quest to explore new recipes, reinterpret old ones and collaborate freely, giving today’s consumer new experiences inspired by our past.
“Our draught and bottle serves are set to inspire consumers to broaden their beer repertoires and ultimately drive incremental sales into the category. We are incredibly excited to launch our new crafted premium porters and open this category up to a new generation of drinkers.”
The marketing campaign will include out-of-home, cinema and digital advertising. It will be supported by a team of ambassadors from the Brewers Project who will lead the bar-staff education and in-outlet consumer testing events.
The packaging and point-of-sale items, which include vintage wall signs, drips mats and displays, are inspired by the historic Guinness label, highlighting the authenticity of the brand.
In the on-trade, Guinness Dublin Porter will have a recommended price of £3.65 per bottle and per pint on draught, while Guinness West Indies Porter will have a recommended price of £4. In the off-trade Dublin Porter will have a recommended retail price of £2.20 while West Indies Porter will be £2.65.