Guinness goes blonde to cater to American tastes

Guinness Blonde American Lager (Courtesy Guinness)

Guinness Blonde American Lager (Courtesy Guinness)

Relaxnews

, Last Updated: 7:02 AM ET

Guinness, Ireland's dark, velvety meal in a glass, is launching a significantly lighter, blonder version of itself in a bid to try and appeal to American palates.

Next month, US beer stores will begin stocking the Guinness Blonde American Lager, pitched as the Americanized version of the iconic Irish stout.

What does that mean? A much lighter, more refreshing recipe characterized by a floral, hoppy aroma -- flavor profiles that are most familiar and popular among the Bud and Miller-lite swigging crowd.

The kind of beer served in places from "...sports bars in Texas to truck stops in Iowa to backyard barbecues in Montana."

The brand's launch of an American-style lager comes amid flagging sales of Guinness in the US, points out Businessweek: Volume sales of the Irish stout in North America fell 6 percent in the 12 months ending June 30.

It's not the first time parent company Diageo has released an edited version of its flagship beer to cater to local tastes. Guinness Extra Smooth is a smoother recipe sold in Ghana, Cameroon and Nigeria, while Malta Guinness is a non-alcoholic sweet drink sold in the UK, East Africa and Malaysia.


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