24th January, 2012 by Alan Lodge
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Diageo has announced plans to roll out Guinness Mid-Strength in the UK off-trade.
The news comes as City insiders discuss the possibility of the world’s biggest drinks company selling the iconic Irish stout to help fund further acquisitions.
According to a Diageo spokeswoman, the lower alcohol version of Guinness – with an abv of 2.8% compared to the regular version’s 4.1% – “will be available in selected off-trade outlets from the end of January”.
The move will allow Diageo to take advantage of the 50% duty discount on beers with an abv of 2.8% or below, which the UK government introduced in October last year.
The company has previously trialled Guinness Mid-Strength in 13 selected pubs, bars and hotels in Fife and Edinburgh, Scotland, in 2009.
Meanwhile City speculation….
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