UK: Diageo to launch Guinness Mid-Strength in select off-trade outlets next month

Diageo plans to tentatively launch Guinness Mid-Strength in the UK off-trade next month, as it seeks to take advantage of a duty tax discount and offer consumers a lower-alcohol alternative, local media reported on January, 20.

A spokesperson for Diageo said the firm will launch Guinness Mid-Strength in "select off-trade outlets" across the UK from February. The move follows trials on the 2.8% abv stout in Scotland and Ireland back in 2009.

The timing of the UK launch will enable Diageo to benefit from a 50% duty tax discount on beers at 2.8% abv or below, introduced by the UK Government last year in order to encourage brewers to develop lower-strength brews.

Related to this, the Government has also used its Responsibility Deal with industry to encourage drinks firms to cut alcohol content on major brands, or offer more lower-alcohol alternatives.

Diageo is still reviewing options on how quickly or widely to expand availability of Guinness Mid-Strength in the UK. Its attempts to innovate on the Guinness brand have not always paid off.

However, the group spokesperson said: "Guinness Mid Strength has the same distinctive taste, texture and unmistakable look as regular Guinness but a lower alcohol level of 2.8%, compared to 4.1% in regular Guinness."

25 January, 2012