Guinness Surger on a roll
Diageo will be rolling out its Guinness Surger technology across the UK later this year, as it looks for new ways to further grow the brand in the on-trade.
The technology will suit venues that currently don't have much space or throughput of the stout.
Surger is already available in 7,000 UK outlets. Brian Duffy, Guinness's global brand director and Diageo Ireland's chairman, confirmed the company would market the technology in a bid to increase distribution.
"By pushing the Surger, we will be able to bring Guinness to new venues and drive incremental volume," he told the Morning Advertiser.
"It means that we can keep people in the brand when they visit smaller bars and pubs — or restaurants — that don't have the space or sell enough Guinness to justify having it on draught."
The technology works by sending ultrasonic waves through the beer to recreate the brand's well-known settling process and leave a smooth, creamy head.
It was originally developed as a solution for the Asian market, where many bars don't have cellars.
It was piloted here in 130 Tesco stores in 2006, to give Guinness fans a way of drinking the Black Stuff at home, but was dropped following "borderline" success.
