Guinness has added Guinness Cold Brew Coffee Beer (4% ABV) to its portfolio.
The new drink is rolling out in packs of 4 x 440ml cans with an RSP of £5.50 across the off-trade throughout April, May and June.
With the launch, the brand seeks to give existing Guinness drinkers new ways to enjoy the stout, while also recruiting new adult drinkers. The new product is being supported by marketing spend in its first year which includes social media, influencer and advocacy activity.
Guinness Cold Brew Coffee Beer is made by adding cold brew coffee – coffee which has been steeped in cool water for long periods of time instead of brewed with boiling water – to Guinness Draught, alongside additional roasted barley flavours. It contains 2mg of caffeine per can, the same as a decaf coffee.
John Burns, Head of Guinness GB, said: “We are delighted to launch Guinness Cold Brew Coffee Beer in Great Britain, complementing traditional notes of Guinness Draught with a refreshingly modern new flavour to delight Guinness fans, and introduce our iconic beer to prospective new fans.
“We firmly believe we have created a taste experience truly unrivalled in the market and with over 95 million cups of coffee being consumed every day in Great Britain alone, now is the moment to offer a product which plays to an excitingly vast consumer space. There is already a natural connection with coffee notes in Guinness’ signature offerings like Draught and Extra Stout, so the creation of Guinness Cold Brew Coffee Beer was a perfect match.”
