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Mid-strength Guinness to launch in Ireland

Published:  23 July, 2008

Diageo will unveil a mid-strength' version of Guinness stout later this year.
The new brew, which is 2.8% proof, as opposed to the regular 4.2%, will go on sale across Ireland, but there are no plans as yet to launch in the UK.
Diageo Ireland's marketing manager Paul Norris said: Guinness Mid-Strength now offers drinkers the opportunity to reduce their intake of alcohol while still enjoying the great taste of Guinness. In our consumer research, response to the product was extremely positive, with most people unable to distinguish between Guinness Draught and Guinness Mid-Strength.'
A private tasting was held at Diageo's St James's Gate HQ, where staff at The Irish Times noted that the new product was slightly thinner than the old one, but it didn't like to swear'. The newspaper also noted that a lighter version of Guinness was launched in the late 1970s: Guinness Light. The product was not a success and was dubbed the HMS Titanic of stout' by the publication.

Diageo will unveil a ?mid-strength? version of Guinness stout later this year.

The new brew, which is 2.8% proof, as opposed to the regular 4.2%, will go on sale across Ireland, but there are no plans as yet to launch in the UK.

Diageo Ireland?s marketing manager Paul Norris said: ?Guinness Mid-Strength now offers drinkers the opportunity to reduce their intake of alcohol while still enjoying the great taste of Guinness. In our consumer research, response to the product was extremely positive, with most people unable to distinguish between Guinness Draught and Guinness Mid-Strength.?

A private tasting was held at Diageo?s St James?s Gate HQ, where staff at The Irish Times noted that the new product was ?slightly thinner than the old one, but it didn?t like to swear?. The newspaper also noted that a lighter version of Guinness was launched in the late 1970s: Guinness Light. The product was not a success and was dubbed the ?HMS Titanic of stout? by the publication.

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