Diageo trials 'mid-strength' Guinness

21 September, 2009

Diageo is trialing a ‘mid-strength’ Guinness across 13 sites in Scotland.

The trial in Fife and Edinburgh follows similar trials in Limerick and Dublin, Ireland.

According to the release, the initiative is Diageo’s ‘latest commitment to the Scottish Government and Alcohol Industry Partnership and Fife Alcohol Partnership projects.’

The partnership includes the Scottish Government and members of the alcohol industry who work together to pilot a range of approaches to tackle alcohol-related harm.

According to Diageo, Guinness Mid-Strength has the same taste, texture and look as regular Guinness, but a lower alcohol level of 2.8%, compared to 4.1%.  Like normal Guinness, it contains water, yeast, hops and barley but has less units of alcohol (1.6 units per pint).

Scottish health secretary Nicola Sturgeon said: “Enjoying alcohol is part of Scottish culture, and most people drink responsibly. The Scottish Government wants that to continue, but we also want to cut the excessive alcohol consumption that’s harming our health and our communities. That’s why this initiative is welcome, because it offers consumers a lower-alcohol alternative to standard Guinness. Giving consumers this kind of choice is crucial in creating a culture where it’s acceptable and normal to opt for lower-alcohol products.”

Steve Hamilton, director, innovation and nurture, Diageo GB said: “We are offering consumers in Fife and Edinburgh a choice on those occasions when they want to cut down on their alcohol intake but still enjoy their Guinness.”

As part of the Fife Alcohol Partnership, Diageo also works in partnership with Fife Council, NHS Fife, Fife Constabulary and Fife Community Safety Partnership to sponsor and support a range of initiatives to promote responsible drinking among the community.  These include an anti-drink driving campaign and educational initiatives for schools.