The launch of “Guinness Golden Ale” last week is likely to be one of many innovations the brand will introduce as it looks to “broadly explore” the beer category.
It is part of a move to create a “Guinness beer for every consumer in every outlet” and comes after the brand launched two craft-style beers in the UK and Ireland last September, Dublin Porter and Guinness West Indies Porter.
The beers were the brand’s first attempt to tap into the popularity of craft beer through its “Brewers Project”, a group of brewers given license to explore new recipes, reinterpret old ones Read full story ›
Source: Marketing Week
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