GUINNESS®Black Lager Beer brings crisp, refreshing taste to more than
250 years of brewing excellence
TORONTO, May 21, 2013 /CNW/ - Canadian beer drinkers no longer have to
wait 119.5 seconds for the perfect pint of GUINNESS Draught Stout. In
stores now, GUINNESS Black Lager Beer promises all of the character
that GUINNESS beer drinkers have come to love, but with a refreshing
new taste available instantly with the pop of a bottle cap. The new
GUINNESS Black Lager combines the roasted barley flavour that GUINNESS
Draught is famous for with a crisp new approach and marks an exciting
new addition to the over 250 year old GUINNESS family of beers.
The GUINNESS Master Brewers have used the finest hops, yeast and
cold-filtered methods, with their signature roasted barley, to create a
truly original black lager with a deliciously distinctive flavour. To lock in the freshest possible taste, GUINNESS Black Lager is bottled
in dark amber bottles and features a premium, contemporary, silver and
blue label and should be chilled and enjoyed responsibly straight from
"With GUINNESS Black Lager we really wanted to build on all the elements
that people love about the GUINNESS brand. We take immense pride in the quality of our product and ensured that we
built on the GUINNESS brewing 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.
"It's not every day that a company with over 250 years of experience
brewing the world's finest stout introduces a new beer, and we are
excited to be bringing GUINNESS Black Lager to Canada," said Geoff
Kosar, Marketing Director, GUINNESS Canada. "GUINNESS Black Lager will appeal to people who are looking for more
flavour from their lager beers."
Available in 330mL bottles (4.5% ABV) at a price comparable to other
premium import lagers, GUINNESS Black Lager is being launched
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,
the GUINNESS brand encourages all consumers to drink responsibly.
The GUINNESS brand 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 Beers are 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 the GUINNESS brand can be found at www.guinness.ca.
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business
with an outstanding collection of beverage alcohol brands across
spirits, beer and wine. These brands include Johnnie Walker, Crown
Royal, J&B and Bushmills whiskies, Smirnoff and Ketel One vodkas,
Baileys, Captain Morgan, Tanqueray and Guinness.
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 Canada
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