Not just the black stuff - Guinness branches out into Golden Ale

Since 1799, the Guinness brewery has been known primarily for its signature black stout. Before then, the company tinkered with other ales, but it decided in the last years of Arthur Guinness' life that its future would be dark and creamy. Over the next 200 years, stout remained the company's iconic product. There are signs, however, that all that could change.

The company has announced that it is brewing a Guinness Golden Ale. It's 4.5%, and is brewed using the same Guinness yeast, Irish barley hops, and an amber malt - which is responsible for the golden colour.

The company describes the taste as 'subtle biscuit flavours' and 'a delicate hop aroma' with a 'refreshingly clean finish'. The bottled beer will hit pubs, off licences and supermarkets next month.

Why?

It's actually the third new UK release of the last 12 months, because Guinness also tweaked its stout in order to offer bottles of Guinness West Indies and Guinness Dublin last year. All three have come from a small brewery owned by the company - known as the Guinness Brewers project - which is tasked with tweaking and inventing.

The drive towards new varieties of beer is driven by the fact that the beer market is shrinking. The company has seen good sales in Ireland, but in Britain and the US, sales have been declining for the past few years. Overall sales of beer have been falling, as buyers have chosen to drink wine or spirits instead.

The bright hope for beer producers is the premium craft beer market. This has seen an explosion in popularity - up 8% in the past year alone - and because the margins are higher, if Guinness can position itself in this market, it stands to benefit from the boom. The Golden Ale shows a clear intention to do just that.

Head of Innovation for Guinness, Nick Curtis-Davis said: "There has never been a more exciting time for beer and at Guinness that inspires us. People are interested in beer again, and in trying new styles and varieties of beer. Guinness Golden Ale gives beer lovers the chance to try something new from a much loved brand; a flavourful golden ale with all the character and quality that Guinness is famous for."

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