Diageo's Guinness lager falls flat
Sales of new black beer disappoint in Ireland and US
Thursday 31 January 2013
Related articles
Diageo might be the world’s biggest drinks company but it is struggling to turn Guinness into a lager, the firm said today.
Guinness Black Lager — a new version of the iconic stout which gives it the fizz of lager — was launched in the US in August 2011 and in Ireland last year but sales have been “disappointing”. There are no plans for a UK launch as yet.
Chief financial officer Deirdre Mahlan said: “When people taste it they really like the liquid but it is about getting the consumer to understand black lager.
“With any brand you have to educate the consumer… actually finding the right trigger can sometimes take a bit of time.”
Overall sales of Guinness were down and the group lost share as it refused to cut prices in tough beer markets. But Diageo’s huge roster of spirits — from Johnnie Walker whisky to Captain Morgan rum and Tanqueray gin — were much stronger, with US drinkers in particular snapping up premium vodkas Cîroc and Ketel One.
The firm grew sales 5% to £6.04 billion pounds in the half year to December, as the US and emerging markets continued to outpace struggling Europe.
-
Woolwich terror attack: Suspect Michael Adebowale saw friend 'literally sliced to pieces' in 2008
-
Emergency landing at Heathrow sparks further controversy over London airport capacity
-
Unrest may spread across Europe, warns Red Cross chief
-
EDL marches on Newcastle as attacks on Muslims increase tenfold in the wake of Woolwich machete attack which killed Drummer Lee Rigby
-
You want to get an Eton scholarship? All you need to do is answer four (not so simple) questions
- 1 What, let gays get married? We must be bonkers
- 2 Rocky Horror star Tim Curry 'suffers major stroke'
- 3 Exclusive: How MI5 blackmails British Muslims
- 4 EDL marches on Newcastle as attacks on Muslims increase tenfold in the wake of Woolwich machete attack which killed Drummer Lee Rigby
- 5 Farewell, Shameless. Your heirs have work to do
Get your summer started with British Military Fitness
BMF is the UK’s biggest and best loved outdoor fitness classes
Visit York
Find out what The Independent's resident travel expert has to say about one of the most beautiful small cities in the world
Making reading fun for kids
Nook is donating eReaders to volunteers at high-need schools and participating in exclusive events throughout the campaign.
Introducing the 'Get Reading' campaign
Get the latest on The Evening Standard's campaign to get London's children reading.
Enter the latest Independent competitions
Win anything from gadgets to five-star holidays on our competitions and offers page.
Business videos from commercial thought leaders
Watch the best in the business world give their insights into the world of business.
Day In a Page
Johnny Marr talks relationships and reunions
In pictures: After the flood
Death becomes her: A very modern mortician
School of chop: Learning the art of butchery
The man who's eaten everywhere
A Berliner in 1963 – but did John F Kennedy once admire Adolf Hitler?


Comments