Guinness has launched two new beers to tap into demand for craft beer as well as investment in a new font for its core brand.
Open Gate Citra IPA and Open Gate Pilsner have been created at the Open Gate Brewery, the experimental brewery at Guinness’s St James’ Gate in Dublin. Both are available across the on-trade in draught.
Open Gate Citra IPA, at 5% ABV, is a full-flavoured IPA with citrus hoppiness that finishes in a sweet, biscuit taste from the malt and clean bitterness. Open Gate Pilsner, at 4.5% ABV, is a classic, crisp German-style pilsner with added flavour depth, dry hopped for a crisp finish.
They follow the success of other launches from St James’ Gate including Hop House 13 which has seen strong growth since being introduced in 2015.
Brand owner Diageo is also rolling out a new hand-finished, illuminated font for Guinness stout, modelled on its harp logo (pictured below). During initial small-scale trials, outlets saw a positive increase in sales when converting from the T-Bar and the old Guinness Gates fonts.
Aimed at increasing visibility at the bar, the new Guinness font is supported by a full suite of new brand assets featuring the harp, including tap badges, tap handles and illuminated bottle openers.
Open Gate Citra IPA and Pilsner are designed to be a “gateway range” for craft beers to attract “craft-curious” drinkers through the trusted credentials of the Guinness harp branding.
Katie Hunter, innovation manager for Guinness, said: “Our two new highly-crafted beers sit in the white space between mainstream and craft beers, enabling consumers to trade up from mainstream beer with the assurances of the Guinness brand.
“These two new beers are set to inspire consumers to broaden their beer repertoires in an accessible way, and ultimately drive incremental sales in the category.”
Lead brewer Peter Simpson added: “As brewers, our goal is to introduce people to the more flavoursome possibilities of beer.
“It’s no secret that many people are moving away from mainstream beers and seeking more flavoursome options. However, sometimes this process can be daunting and that’s where we come in.
“With our new Open Gate Brewery Citra IPA and Pilsner, consumers won’t have to worry about quality or value issues because they know what they’re drinking has been released under the reliable and recognised Guinness brand.”