Business

America, Get Ready for Guinness Beer‘s New ’Guinness Black Lager’

Diageo, the makers of Guinness beer, has finally made a move to enter the highly-competitive US beer market with their latest product: Guinness Black Lager.

Having already put the beer through lengthy trial periods in Northern Ireland and Malaysia, Guinness looks to launch the lager September 1st, right before the start of the NFL season.

This isn’t a gimmick like Zima or Billy Beer, on the contrary, Diageo means to make a serious impact. Currently, the American lager market is dominated by Anheuser Busch and MillerCoors. Diageo, via the new Guinness lager, intends to compete against these two giants by luring in American‘s with their brand’s wide appeal and the lager’s taste.

“The fact that the U.S. is only the world’s fourth-largest market for Guinness means there’s something I’m not doing right,” said Peter McDonough, Diageo’s North America chief marketing and innovation officer.

“Americans are lager drinkers, and Guinness Stout can be challenging for some people to embrace. But now it’s in a liquid profile they love. Guinness Black Lager will appeal to the tastes of American beer drinkers,” he said according to a recent Business Insider report.

Business Insider poses some interesting questions: “Will a broad range of American beer drinkers actually go for it? It‘s a bit strange to think of Guinness as anything but the iconic ’perfect pint,’ and this lager is meant to be consumed from the bottle.”

Although there is something to be said for brand loyalty, if there is one thing that the average American learned in college it’s this: a better beer is a better beer.

Comments (66)

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  • gaelhound
    Posted on August 28, 2011 at 6:55pm

    We have seen the “New Coke” cone and go. Is this merely an attempt to gain shelf and tap space? Of course i will give it a go. And for all you ale fans you got to demand your purveyor of fine beves bring some Hopalicious Ale from Ale Asylum in Madison Wisconsin. Awfully good, i even shared some with my ex-wife the othernight. Might be the key to world peace.

    Report Post » gaelhound  
    • liquidflorian
      Posted on August 29, 2011 at 6:50pm

      The difference though; New Coke tasted terrible. I’d be willing to try, Guinness never disappoints!

      Report Post »  
    • dr_funk
      Posted on August 30, 2011 at 2:02am

      Guinness is delicious. Guinness Extra Stout is delicious. Harp is delicious.

      Please! By all means, compete for my business!

      Report Post »  
  • Cole
    Posted on August 28, 2011 at 5:24pm

    If Guiness is not to your liking try Smithwicks. Its what I call Guiness light

    Report Post » Cole  
    • TRUTHandFREEDOM
      Posted on August 29, 2011 at 5:05am

      I am surprised that they’re not just upping the marketing for that. It’s very good.

      Report Post »  
    • LiberalMarine
      Posted on August 29, 2011 at 2:13pm

      Smithwicks is delicious, but I wouldn’t call it a Guiness light since they are in different “beer families”, since Guiness is a Stout and Smithwicks is an Irish Ale.

      Report Post » LiberalMarine  
    • Browncoat359
      Posted on August 29, 2011 at 6:18pm

      LiberalMarine:
      “Guiness is a Stout and Smithwicks is an Irish Ale.” Guinness is a stout,yes,but stouts are ALE’s by definition and Guinness meets that definition.

      Report Post » Browncoat359  
    • cane247
      Posted on August 29, 2011 at 6:59pm

      Smithwisk’s is more like Bass than Guiness. I’d hate to have a Black and Tan at your house.

      Report Post » cane247  
  • Married To A Teacher
    Posted on August 27, 2011 at 11:04pm

    America, Get Ready for Guinness Beer‘s New ’Guineness Black Lager’

    PLEASE CORRECT THE SPELLING IN YOUR HEADLINE. GUINNESS (not Guineness). You wouldn’t spell it BUDWEESER, would you?

    Report Post »  
  • rickroland
    Posted on August 27, 2011 at 9:29pm

    For some years now, I only drink Guiness Draught. I cannot stand the taste of American beers at all. So, I say, give me a black lager!

    Report Post »  
  • uvgtafrnd2
    Posted on August 27, 2011 at 8:48pm

    ’Guineness Black Lager’ If I don’t like it…does that make me a racist?

    Report Post » uvgtafrnd2  
  • Lesbian Packing Hollow Points
    Posted on August 27, 2011 at 5:10pm

    I like my Guinness like I like my women. Black, wet, and ice cold.

    Wait a minute…

    Report Post » Lesbian Packing Hollow Points  
    • Steverino
      Posted on August 30, 2011 at 8:44pm

      Yeah – i think you may have missed something important there…lol

      Report Post »  
  • CaffeineJunkie
    Posted on August 27, 2011 at 2:59pm

    If you are a lover of good beer, you have no one favorite. it’s definitely worth a taste.

    Report Post » CaffeineJunkie  
  • takemout
    Posted on August 27, 2011 at 2:28pm

    Who says lager is meant to be drunk from the bottle? Rednecks and college kids?

    Report Post »  
    • ThatTravisGuy
      Posted on August 29, 2011 at 10:36am

      ^ This

      I prefer my beer to be served either with a handle or be served in a glass meant for the given beer.

      If its a beer made to be consumed via bottle or can I start questioning it(but Ill still give it a try)

      Report Post »  
  • kindling
    Posted on August 27, 2011 at 12:15pm

    I can’t say I have ever tasted Guiness, I don’t like the taste of beer of any color or brand. But I do have a fainting goat I was having trouble thinking of a name for. You got it….I named her Guiness because she is black and her sister is Kahlua because she is brown.

    Report Post » kindling  
  • go2mikerenzi
    Posted on August 27, 2011 at 8:39am

    if it is aimed for America, why test it in Malaysia?

    Report Post » go2mikerenzi  
  • go2mikerenzi
    Posted on August 27, 2011 at 8:37am

    I’ll try it, but I can’t imagine anything better than Sam Adams Boston Lager

    Report Post » go2mikerenzi  
    • thejackal
      Posted on August 27, 2011 at 10:12am

      You got that right brother. Sam’s Boston Lager is the shiznit, no finer lager on earth as far as I’m concerned. Although they are quite filling, I admit I switch to Bud Light after a few Boston‘s cause I’m getting huge. I will try the new Guiness, I like their stout, but it ain’t no Boston Lager.

      Report Post » thejackal  
  • OLDBIKEFIXER
    Posted on August 27, 2011 at 6:41am

    I’ll give it a try. I like heavier brews, like Victory Brewing’s “Storm King”, and of course, Guinness & Harp. I just hope the Guinness people don’t have their expectations set too high, as most American women and college-age guys drink Coors Light (gag, choke, puke). If they try to market their new beer towards these people, they’ll be wasting their money.

    Report Post » OLDBIKEFIXER  
  • Chialms
    Posted on August 27, 2011 at 6:23am

    I‘m not much for the IPA’s, although Founders brews “Dirty Bastard” which is a great scotch ale. I’ll definitely give this a shot, as I’ve been a good friend to Guinness for many years and will continue this outstanding relationship for many more.

    Report Post »  
  • orionreplay6607
    Posted on August 27, 2011 at 5:08am

    Traditional Guinness, for all its perceived “heaviness”, is actually less in calories than a regular Budweiser! It verges on being a lager “light”, yet obviously is a powerhouse of taste and body. I refer to light lagers as “making love in a canoe” (f-ing close to water.)

    I just wonder where this Black Lager will fall out? I will drink it exclusively if it tastes good and is light on the calories!

    Report Post » orionreplay6607  
  • Skee
    Posted on August 26, 2011 at 11:46pm

    Any Irish beer is awesome. Those lushes know what they’re doing.
    Strongbow and Magners are great Irish hard cider for a alternative.
    Try Harps beer in strongbow(snakebite) doesn’t get better.

    Report Post » Skee  
  • Dragonfly92667
    Posted on August 26, 2011 at 11:03pm

    They will most likely get sued by AFLCIO to change the “black” to a more PC acceptable title.

    Report Post » Dragonfly92667  
    • Al J Zira
      Posted on August 27, 2011 at 3:56pm

      Why would the The American Federation of Labor and Congress of Industrial Organizations care about the name of a beer.The NAACP might have a problem.

      Report Post » Al J Zira  
    • squeaker
      Posted on August 27, 2011 at 7:48pm

      at least it’s in a can…:)

      Report Post »  
    • laxman63
      Posted on August 29, 2011 at 10:36am

      I think Tigerfly means the ACLU! LOL!

      Report Post » laxman63  
  • Gary
    Posted on August 26, 2011 at 10:55pm

    I love good… and mediocre… and… fair… and poor brews, however most often sale price is the major factor in what I will consume after a hard work week. Imma let you finnish but earthquake is the best f you up beir uf ale tiimfeee

    Report Post » Gary  
  • TheGreyPiper
    Posted on August 26, 2011 at 10:46pm

    I agree with Gooch — standard American beer is hideous! Ya know why they condition you to drink it ice cold (Wait ’til the mountains turn blue!)? So it numbs your taste buds and you can’t taste it!

    I do like Guinness more than somewhat, and will most likely give their new stuff a try. However, I am very thoroughly adapted to ales, rather than lagers. My particular favorites -dunno how far they’re sold away from the northeast – are Harpoon and Ipswich brands’ India Pale Ales. OMG, that hops kick is good for your sinuses! I even prefer them over the English ales that first weaned me away from the likes of Strohs, Bud, and Miller. (I blame Busch!) And never especially cared for the Continental types either – Heineken especially I dislike, although I can stand Beck’s (no relation to Glenn, I believe.)

    But even good lagers from top-range breweries like Sam Adams or even my Harpoon seem to me to have a heaviness, even a sourness, I don’t care for.

    Guinness has already made a nice ale, Smithwick’s (think it’s an ale and not a lager), which is quite nice, tho’ a bit pricey. I‘m sure they’ll do a creditable job with a dark lager, too, and I will assuredly try it. But I’m pretty sure that in future when I ask for a Guinness — you can bet I’ll mean the stout!

    Report Post » TheGreyPiper  
  • tarkus
    Posted on August 26, 2011 at 10:00pm

    I’ll give it a try. I love dark beers. If you can’t see your fingers through the glass, you know it’s good!

    Report Post »  
  • ryan
    Posted on August 26, 2011 at 9:58pm

    I love Guiness so I will try the new lager. But I’m a girl and I like lighter beers more. I don‘t like IPA’s. Those are for my husband.

    Report Post » ryan  
  • loadingmyclips
    Posted on August 26, 2011 at 8:42pm

    Ad long as they keep Guiness Stout as Guiness Stout, why not try to branch out!!

    Report Post » loadingmyclips  
  • Two Sheds
    Posted on August 26, 2011 at 8:24pm

    Agree with Gooch. How about an ale? Like this one: http://www.newbelgium.com/beer/detail.aspx?id=5ac72c92-fd87-4ec7-858d-3380c8d465d8

    =p,

    Report Post » Two Sheds  
    • xredcoat
      Posted on August 30, 2011 at 4:50pm

      Had 1554 at Dogfish. Otter Creek Black IPA gets my nod. There’s a Russian black beer I had one time but leave the last 1/4″ in the bottle.

      Report Post »  
  • rdietz7
    Posted on August 26, 2011 at 8:20pm

    Irish car bomb’s threaten all American brewers! Sic!

    Report Post » rdietz7  
  • jhaydeng
    Posted on August 26, 2011 at 7:36pm

    This is like Coke changing their recipe in the 80′s! Please Guiness don’t do it!!!!!! Just stick with one type of brew!!!!!

    Report Post »  
    • stogieguy7
      Posted on August 29, 2011 at 2:14pm

      Not exactly. This is a NEW product to be sold alongside the classic ale – not meant to replace it. You may recall that ‘new’ Coke was intended to replace the original. No worries, the Guiness that we all know and love will still be available.

      Personally, I like any good beer. A lighter lager (Leinenkugel or Coors) is great on a hot day while heavier beers from the Old World are great the rest of the time. No need to limit yourself to one or the other – enjoy ‘em all!

      Report Post » stogieguy7  
  • The Gooch
    Posted on August 26, 2011 at 7:35pm

    I pity anyone who enjoys beer and has never tried a stout or ale (… a good IPA… you will never wan P!ss-weiser again…). Lager is fine… but it’s like the vanilla ice cream of beer. There is so much more to try and enjoy. I’ll give anything Guiness produces a try. I’m looking forward to it.

    Report Post »  
    • Itchee Dryback
      Posted on August 26, 2011 at 9:55pm

      Mmmmm..IPA…Bells Two Hearted..Founders Centennial are nice.

      Report Post »  
    • DTOM_Jericho (Creator vindicator)
      Posted on August 26, 2011 at 10:38pm

      Grolsch for the taste… and the bottles.

      Report Post » DTOM_Jericho (Creator vindicator)  
    • Therightsofbilly
      Posted on August 28, 2011 at 1:51am

      Yes, Grolsch.
      Don’t care about the bottles, but the contents are top notch.

      Report Post » Therightsofbilly  
    • Cold War Vet
      Posted on August 30, 2011 at 11:39pm

      Just reading this forum and thinking about it makes me thirsty!

      Report Post » Cold War Vet  
    • Cold War Vet
      Posted on August 30, 2011 at 11:42pm

      @ THERIGHTSOFBILLY

      I like Grolsch, and the bottles too. There’s a neat trick you can do with the little ceramic stopper/bail thing on the top! It makes you look like a badass when you perform it.

      Report Post » Cold War Vet  
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