E-Malt.com News article: UK: Diageo is to launch Ireland’s number one ale in the UK for the first time

Diageo GB is to launch Ireland’s number one ale in the UK for the first time, The Morning Advertiser published February 19.

Smithwick’s Irish Red Ale is to be served exclusively in O’Neill’s bars for a six-month period - with many installations taking place pre-St Patrick’s Day, March 17, before an expected wider roll-out.

Dating back to 1710, the 3.8% abv ale has been Ireland’s biggest-selling ale since the 1920s and is the country’s sixth most popular draught product.

Diageo said the ale is a “sensational Irish Malt” roasted to give a rich red colour and a hint of flavour that is described as “chocolate and caramel-like”.

The brand owner added that the unique Smithwick ale yeast is retained from the original recipes - now nearly 300-years-old.

A spokesperson for O’Neill’s owner Mitchells & Butlers said: “Smithwick’s is a traditional ale that suits the O’Neill’s offer and will provide customers with even greater choice.”

No details of promotional activity has been revealed by Diageo.


20 February, 2008