|Diageo tests mid-strength Guinness|
|Written by Harpers Editorial team|
|Monday, 14 September 2009 12:21|
Diageo is testing a mid-strength version of Guinness in 13 bars in Fife and Edinburgh.
The company said the move was part of the alcohol industry's partnership with the Scottish Government and the Fife Alcohol Partnership project to tackle drink-related harm in Scotland.
The 2.8% draught version of the famous stout brand has previously been trialled in Dublin and Limerick in the Republic or Ireland.
The full-strength version of Guinness sold in the UK market is 4.1% abv.
The launch was welcomed by Scottish health secretary Nicola Sturgeon. "Giving consumers this kind of choice is crucial in creating a culture where it's acceptable and normal to opt for lower-alcohol products," she said.
The product's performance will be evaluated over the next three months before a decision on its long-term future is made.
Carling, Carlsberg, Badger Brewery and Magners have all produced mid-strength beers or ciders in recent times, most sold mainly in the off-trade.