Guinness has launched two new premium porters to its portfolio; Guinness Dublin Porter and Guinness West Indies Porter.
Developed by the Guinness ‘Brewers Project' based at St James's gate in Dublin - a group of brewers with licence to explore new recipes and reinterpret old ones from historic Guinness archives - the new beers are targeted at the fast-growing craft beer category in the UK.
Global drinks company Diageo hope to tap into this trend with the launch of the two new porters, by making it more accessible to new customers through the Guinness brand. The launch is forecast to grow the total premium ales category by 4% in the on-trade.
Stephen O'Kelly, marketing director for Guinness, 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.
"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 launch will be supported with a £5m marketing campaign which includes cinema, digital and POS. A team of ambassadors from the Brewers Project will lead bar staff education and in-outlet consumer testing events.
Both products are available in 500ml bottled format, and the Dublin Porter also in draught pint format. In the on-trade the Guinness Dublin Porter will have a recommended selling price of £3.65 with the same recommended price for a draught pint, while the Guinness West Indies Porter with have a recommended price of £4.
Guinness Dublin Porter (3.8%ABV) is an interpretation of an early porter recipe from 1796. It is a sweet, smooth beer with warm notes of caramel which goes well with food.
Guinness West Indies Porter (6%ABV) is a version of a beer brewed in 1801. It has lingering notes of toffee and a real depth of flavour with a distinctive yet rounded taste. This recipe has been designed to appeal to customers looking to explore different flavours of dark beer.