There are some things I won’t put on the beer blog – including some new gack called “Guinness Red”. Apparently the much jiggered with recipe moves over the last few decades have done their deed leaving the brewer to consider “the brand is the asset” now that it has destroyed the actual drink:
The launch of Guinness Red is the latest in a series of slightly odd, innovative brand extensions for the famous beer brand, which has been hit with declining sales. In February, in time for St Patrick’s Day, Diageo tied up with Marmite to produce a limited edition Guinness-flavoured Marmite spread, with just 300,000 hitting supermarket shelves. The company also launched the battery-powered “ultra-sonic” Guinness Surger that enables Guinness fans to create a proper “tight creamy” head to their beer when drinking at home. Perhaps the most bizarre brand extension was a tie-up with Northern Irish bread company Irwin’s Bakery, to create – after two years of research and development – Guinness bread. Guinness Wholegrain Bread, which has 17% Guinness content, is described as “the perfect malty bread” by Irwin’s.
Stonch has it right: “If this diabolical stuff passed the taste test, I despair of the British people.”