Famous Brewer Expands with National Launch of GUINNESS® Black Lager

NORWALK, Conn., Aug. 24, 2011 /PRNewswire/ -- GUINNESS & Co. is proud to announce its nationwide launch of GUINNESS® Black Lager this September. This new beer perfectly combines the refreshing taste of lager with the unique character and flavor of GUINNESS and marks an exciting new addition to the GUINNESS family.

The Guinness Master Brewers have used the finest lager hops, yeast and traditional cold brewing methods, with their signature roasted barley, to create a truly original black lager with a deliciously distinctive flavor .

"With Guinness Black Lager we really wanted to build on all the elements that people love about Guinness.  We take immense pride in the quality of our product and ensured that we built on the Guinness legacy when creating this distinctive and refreshing lager. I have no doubt that Guinness and lager fans alike will enjoy this unique tasting new lager," said Guinness Master Brewer Fergal Murray.

The refreshing and flavorful taste is locked in by the bespoke amber Guinness bottle. The contemporary packaging design combines premium, detailed silver and blue color with hallmark symbols of Guinness' brewing provenance and heritage.  The lager should be chilled and enjoyed responsibly straight from the bottle.  

"The U.S. beer market is evolving and we believe this is the right time to introduce a lager to meet consumers' needs," said Doug Campbell, Brand Director, GUINNESS. "GUINNESS® Black Lager will appeal to a range of drinkers; those who want a refreshing tasting beer with real character, and our loyal GUINNESS consumers, who want a variety of unique experiences from GUINNESS and a refreshing taste profile for certain occasions."

Available in 11.2oz bottles (4.5% ABV) at a price comparable to other Premium Imports, GUINNESS Black Lager is now being launched across on and off-premise outlets nationwide and will be supported by television, radio and online advertising, sampling and point of sale materials.

As always, whether enjoying new GUINNESS® Black Lager at a bar with friends, at a restaurant with a meal or at home in front of the game, GUINNESS encourages all consumers to drink responsibly.  

About GUINNESS®

GUINNESS® enjoys a global reputation as a uniquely authentic Irish beer and the best-selling stout in the world.  Famous for its dark color, creamy head and unique surge and settle, this distinctive beer has been brewed at the St. James's Gate brewery in Dublin, Ireland since 1759.  Over 10 million glasses of GUINNESS beer are enjoyed every single day around the world, and 1.8 billion pints are sold every year.  GUINNESS is available in well over 100 countries worldwide and is brewed in almost 50.  Also from the makers of GUINNESS, SMITHWICK'S, Ireland's oldest and best selling ale and HARP Lager, whose name pays tribute to the GUINNESS logo and the national symbol of Ireland.  Additional information about GUINNESS can be found at www.guinness.com.  

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

SOURCE GUINNESS®

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