The wait is over: The GUINNESS® brand introduces new Lager to Canada

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 the bottle.

"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.  

About GUINNESS®

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.

ABOUT DIAGEO

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.

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SOURCE: Guinness Canada

North Strategic 
Lucas Bailey
416-917-6738
[email protected]

or  

Diageo Canada
Alanna Stone
416-641-1712
[email protected]