Guinness has announced an extension of its existing partnership with Molson Coors, to become the exclusive launch partner on Guinness Golden Ale draught in England and Wales for the next 12 months.
Launched in April, Guinness Golden Ale is a premium ale brewed using Guinness yeast, hops, Irish barley and amber malt. The specially selected malt gives the beer its rich golden colour and contributes to its balanced taste. The new drink enters the booming premium ale category, which is growing ahead of total beer year-on-year, and is forecast to double by 2020.
Stephen O'Kelly, Guinness marketing director for Western Europe, said: "We are delighted to announce our exclusive partnership with one of the most well-known beer distributors, with a proven track-record of innovation execution. Teaming up with Molson Coors presents a unique opportunity to showcase our latest innovation on draught to publicans and customers across England and Wales."
Martyn Cozens, director of independent on-premise at Molson Coors, said: "We're delighted to be extending our partnership with Diageo through the exclusive rights to draught Guinness Golden Ale. The premium ale will join our industry leading range which already includes over 2,000 beers, wines, ciders, spirits and soft drinks and is delivered to trade by one of the biggest sales teams in the industry.
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