Guinness trials mid-strength

It's the first time in the UK that Guinness drinkers will be able to choose the lower alcohol 2.8% variant, compared to the regular 4.8% standard Guinness ABV throughout 13 selected pubs bars and hotels in Fife and Edinburgh.

The trial move by Diageo is in support of the Scottish Government, the Alcohol Industry Partnership and the Fife Alcohol Partnership project's aims to pilot and evaluate a range of approaches to tackling alcohol related harm. 

The introduction in Fife and Edinburgh follows similar trials in Limerick and Dublin, Ireland, where it's claimed consumers responded positively to having a mid-strength version, which equates to 1.6 units per pint, to choose from.  

Steve Hamilton, director, innovation and nurture, Diageo GB said: "We believe that by trialling Guinness Mid-Strength, we are offering consumers in Fife and Edinburgh a choice on those occasions when they want to cut down on their alcohol intake but still enjoy their drink to the full. 

"It's part of our dedication to delivering products which provide consumers with choice without sacrificing taste or quality."

Scottish Health Secretary Nicola Sturgeon said: 

"Enjoying alcohol is part of Scottish culture, and most people drink responsibly. The Scottish Government wants that to continue, but we also want to cut the excessive alcohol consumption that's harming our health and our communities. That's why this initiative is welcome, because it offers consumers a lower-alcohol alternative to standard Guinness. Giving consumers this kind of choice is crucial in creating a culture where it's acceptable and normal to opt for lower-alcohol products."

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