Guinness brews up competition for craft beers

 
Kasmira Jefford
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Dublin Guinness. Could it be good for Diageo?
Diageo is fending off rising competition from craft beer makers by launching its own under the Guinness brand, the drinks giant revealed yesterday.

The FTSE 100 company said it had launched two new beers, a Dublin porter and a West Indies porter, which will be available in certain pubs and shops by mid-September.

The West Indies porter is inspired by an 1801 brewer’s diary entry for the first Guinness “purposely brewed to stay fresh on long sea voyages” to the Caribbean. The Dublin porter is based on Guin­ness’s earliest recipes for the drink.

Marketing director for Guinness Western Europe, Stephen O’Kelly said the range showed its commitment to growing the brand.

Diageo estimates the beers will add £58m of incremental value to its premium ale category over the next two years.