UK-wide release for Guinness Mid-Strength

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 has centred on Diageo’s desire to hold on to the brand, despite the announcement last week of a €153 million investment to develop the St James’s Gate brewery in Dublin.

Indeed, Investec’s Martin Deboo has claimed that Diageo might in fact be holding itself back by holding on to Guinness.

With sales of the brand rising at a slower rate than the rest of Diageo’s brands, Deboo says that younger drinkers are not attracted to Guinness and said a disposal “could be both value-enhancing in its own right and realise funds for further… investment.”

Deboo suggested that Diageo could then reinforce its position as the global leader in the spirits market by looking at making acquisitions from the likes of Rémy Cointreau or José Cuervo.

However, Deboo conceded that finding a buyer for Guinness might prove problematic, with Heineken, “the most plausible alternative owner”, having already made a number of significant acquisitions recently.

3 Responses to “UK-wide release for Guinness Mid-Strength”

  1. bierfesten says:

    Beers created around Tax Laws , will they charge 40% less to the customer on tax savings?

  2. Ashley Pomeroy says:

    “will they charge 40% less to the customer on tax savings?”

    The local supermarket here in the South of England sells four of these for £4, four Guinness Draught for £4.41, so I guess the answer is no. I’ve just tasted some, and I can work out how they made it mid-strength – they added more water! ’cause that’s what it tastes like.

  3. K.H Wells says:

    I would like to congratulate all those behind the new Mid-strength Guinness , they have retained the flavour & texture of the original whilst reducing the alcoholic content thus allowing me to have my favourite drink with my meal yet still keep below the current Drink & Drive limit in the UK. Having enjoyed the ‘dark stuff’ for over 70 years, I feel this is a great achievement === for anyone who enjoys the unique taste of Guissness & is not drinking to get drunk, then this is the answer. I sincerely hope many more will appreciate this product so that increasing sales will ensure its continuation

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Supply Chain Assistant

Speciality Drinks
London NW10 7SF, UK

Supply Chain Co-ordinator

Speciality Drinks
London NW10 7SF, UK

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands & Northants

Logistics Team Leader

Speciality Drinks
London, UK

Assistant Operations Manager

Speciality Drinks
London, UK

Technical Manager

North South Wines
West Drayton, UK

Sales Operations Manager (On Trade)

Berkmann Wine Cellars
London, UK

Key Account Manager

MMI Maldives
Maldives

Business Manager - Impulse

Australian Vintage
Croydon, UK

Decanter Awards Marketing Manager

Decanter
London, UK

Exclusive Masterclass: Chablis on Tour

London,United Kingdom
29th Apr 2019

Vinexpo Bordeaux

Bordeaux,France
13th May 2019

London Wine Fair 2019

London,United Kingdom
20th May 2019
Click to view more

The Global Grenache Masters 2019

Deadline : 26th April 2019

The Tuscan Masters 2019

Deadline : 26th April 2019

Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more