GUINNESS OPEN GATE BREWERY OFFERS LICENSEES A GATEWAY TO THE TRADE UP CUSTOMERS WITH THE LAUNCH OF TWO NEW BEERS New Citra IPA and Pilsner will make craft and world beer more accessible

 GUINNESS, the UK’s No.1 stout from Diageo[i], has today announced the launch of two new beers; Open Gate Citra IPA (5% ABV) and Open Gate Pilsner (4.5% ABV). Created at the Open Gate Brewery at St. James’ Gate, Dublin, both are available across the off-trade channel now, in bottle and can formats.

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Craft and world beers are currently in 15%2 value growth, performing well ahead of the rest of the category and presenting retailers with a massive £202m[ii] potential profit opportunity. Yet despite huge interest in craft beer, there are 7.5m people in the UK who are ‘craft-inquisitive’; this means that they mainly drink mainstream beer, are interested in craft, but aren’t buying into it very often[iii]. This group has three main barriers to purchase: value, confusion over choice, and concerns that the quality will be poor and that the taste will not match their expectations.

Inspired by craft but with the trusted credentials of the GUINNESS harp, these two new beers will source volume from mainstream beer. The two new offerings from the Open Gate Brewery aim to address the barriers to craft beer and become a ‘gateway range’, giving the 7.5m craft-curious consumers[iv] the confidence to venture into alternative flavoursome beer.

Lead Brewer, Peter Simpson said: “As brewers, our goal is to introduce people to the more flavoursome possibilities of beer.

“It’s no secret that many people are moving away from mainstream beers and seeking more flavoursome options – however this process can be daunting and that’s where our new Open Gate Brewery Citra IPA and Pilsner come in. Consumers won’t have to worry about quality or value issues because they know what they’re drinking has been released under the reliable and recognised GUINNESS brand.”

The Open Gate Brewery has been the site of beer innovation for GUINNESS for the last 100 years; OGB Citra IPA and OGB Pilsner follow the success of recent launches from St. James’ Gate; including Hop House 13, which has sold over 50m pints since its launch in 2014[v]; and GUINNESS West Indies Porter, which delivered £4.3m RSV to off-trade customers in 2017 alone[vi].

Katie Hunter, Innovation Manager for GUINNESS, comments “Our two new highly-crafted beers sit in the white space between mainstream and craft beers – enabling craft curious consumers to trade up from mainstream beer with the assurances of the GUINNESS brand. These two new beers are set to inspire consumers to broaden their beer repertoires in an accessible way, and ultimately drive incremental sales in the category.”

Both products will be available to the off-trade. Open Gate Brewery Citra IPA will have an RRP of £1.85 for a 330ml bottle, or £6.00 for a 4 pack of 330ml cans. Open Gate Brewery Pilsner will have an RRP of £1.85 for a 650ml bottle, £5.00 for a 4 pack of 330ml bottles, and £12 for a 12 pack of 330ml bottles. Both new beers will be available in draught pint format to the on-trade.

The tasting notes of the new beers are as follows:
•         Open Gate Citra IPA
A full-flavoured IPA with citrus hoppiness and finishing in a sweet, biscuit taste from the malt and clean bitterness
•         Open Gate Pilsner
A classic, crisp German-style pilsner with the added flavour depth expected from GUINNESS. Dry hopped for a crisp finish.

 

Author: kimbarnard

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