DrinkedIn Trends

Trending articles about cocktail recipes, bars, pubs, beer, wine, whisky, vodka, parties and much more...

Can Premium Guinness Ale Reverse Diageo's Fortunes?

Can Premium Guinness Ale Reverse Diageo's Fortunes?

Unfortunately a number of brewers and distillers are currently experiencing a decrease in sales. For instance Diageo plc is seriously suffering from a drop in offshore earnings; its latest quarterly report showed that sales volumes are down 3.5%.

The only upside to this is that it is forcing alcohol companies to be more creative and it looks as if this could result in a few interesting drinks. Diageo recently released an amber ale called ‘Guinness The 1759’. It is a 9% abv ultra-premium beer made with a mixture of beer malt and peated whisky malt.

Clearly everything about this beer has been designed with a sense of luxury in mind. It even arrives packaged in a black, velvet-lined box.

Unfortunately the beer is only going to be available in selected bars as just 90,000 bottles have been produced. It’s not a cheap drink either; the recommended retail price is $34.99 (on the other hand it is a 740ml bottle). Perhaps this is why Diageo is recommending that the beer is served in a ‘stemless Champagne flute’.

Furthermore, ‘The 1759’ will only be available to the US market as, according to Guinness brand director Doug Campbell: “The United States is driving a beer renaissance that hasn’t been seen globally for decades. Today, the expectations of beer connoisseurs and enthusiasts are significantly higher.”

  3376 Hits