Guinness is extending its Brewers Project range with the launch of its new Rye Pale Ale (ABV 5%).
Available in the off-trade from September, the latest beer from St. James’s Gate, Dublin, brings a pale ale with a peppery bite and citrus and grapefruit notes, balanced with crystal malt to leave a toasted biscuit flavour. It is the latest new beer to be developed at the Open Gate Brewery, the experimental brewery at the heart of Guinness innovation.
The launch provides retailers with the opportunity to tap into the huge premium bottled ale category, which continues to grow ahead of total Beer (+8%YOY) at £19M year on year (Nielsen Scantrack to 23.04.16).
Nick Curtis-Davis, The Head of Guinness innovation for Europe, said: “With premium bottled ale booming, we’re looking forward to introducing a delicious new beer into the sector with the launch of Guinness Rye Pale Ale. We see this as a great opportunity to further open up the category to new consumers, whilst also providing the opportunity for retailers to tap into the 257 years of brewing heritage of the Guinness brand”.
The new addition is the fifth new beer release from The Brewers Project following the Dublin Porter and West Indies Porter which were the number one and two launches in 2015 (Nielsen Scantrack 23.04.16).
Guinness Rye Pale Ale is available across the UK in 500ml bottles from September 2016 with an rrp of £1.99 and will be sold in cases of eight.