Guinness taps into coffee trend with cold brew beer

Guinness has tapped into the coffee trend by adding a cold-brew coffee-flavoured beer to its range.

Available in Tesco, the Irish brewer claims that the 4% abv drink brings “the magic of Guinness and coffee culture together” to create “an elevated experience”.

Guinness maker Diageo has added the new line to its range as it hopes to attract coffee drinkers to the cold brew-flavoured version of its famous beer, which it says offers “the perfect balance of bitter and sweet roast coffee tasting notes”.

The drink also provides approximately 2mg of caffeine per can – roughly equivalent to a decaffeinated coffee.

Read more: Guinness, sushi and bananas: Sainsbury’s 2021 in review

The drink – which is aimed at new adult drinkers – was created by adding cold brew coffee to Guinness Draught, along with “additional roasted barley flavours”.

“We firmly believe we have created a taste experience truly unrivalled in the market,” said head of Guinness GB, John Burns.

“With over 95 million cups of coffee being consumed every day in Great Britain alone, now is the moment to offer a product which plays to an excitingly vast consumer space.”

Burns added he was “delighted” with the new line, which made the most of the “natural connection” between the coffee and Guinness flavours.

Currently available exclusively at Tesco, the new launch will roll out across other retailers in the coming weeks. The launch is being supported by marketing spend, including social media and influencer activity.

It is the second big launch for Guinness in less than a year, after Guinness 0.0% rolled out last August.



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