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GUINNEaSlS’S New Origin
Guinness is an iconic global brand of astronomical proportions, with 10 million glasses being drunk every day in 150 countries! Interestingly, the African continent consumes more than one third of all Guinness produced worldwide, which is why it was only natural to extend the new Guinness Original brand to South Africa — the ninth largest beer market in the world. “Research told us that consumers wanted to make a change, to progress and improve their lives and would welcome a modern, inspirational brand that would represent this outlook on life. So we decided to launch Guinness Original – a beer that made one change,” explains Guinness Marketing Manager, Melanie Woest. “Whilst most beers boil the barley, Guinness master brewers roast the barley, one change that makes the world of difference in every sip of Guinness Original. The roasting process provides the single most distinguishing feature in the flavour giving it it’s unique, crisp, bold taste and distinctive colour and aroma.”
Guinness Original is a delicious blend of nuts, biscuit and caramel toffee flavours, whilst its bitterness is much closer to that of a lager rather than the traditional stouts such as Guinness Draught and Castle Milk Stout. It’s because of this that Woest likes to refer to it as ‘a beer with more flavour.’ Guinness is a product of Diageo and Brandhouse and is brewed in the Sedibeng Brewery in Gauteng. Guinness Original is available at taverns and leading bottle stores throughout South Africa, at approximately R10 for a 660ml returnable (R1) bottle.
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The Guinness Original Braaimaster Competition held across the country was part of the launch of a special, less bitter brew of Guinness Original in South Africa. “Most would agree that braaied or roasted meat tastes better than boiled meat and in the same way, roasted barley tastes better than boiled barley. While most beers boil their barley, Guinness Original made one change and roasted its barley for a crisp, bold taste. Guinness wanted to ‘toast the roast’ by exploring and celebrating South Africa’s braai culture,” says Guinness Original Marketing Manager Melanie Woest.
