Guinness' quest to recruit everyday drinkers may see the introduction of a revolutionary new font designed to pour a pint in 15 to 25 seconds.
Guinness UDV (GUDV) is considering the introduction of a new "quick pour" tap in an attempt to buck the trend among some barstaff in high volume outlets who refuse to serve the "black stuff" at busy times.
The new tap, still in its embryonic stage according to Guinness, is said to incorporate two high-speed nozzles and ultrasound technology that activates undeveloped nitrogen within the liquid. After pouring the pint, barstaff place the glass on a vibrating platform which stimulates the gas upwards to produce Guinness's trademark creamy white head.
The move towards a faster dispense coincides with a new advertising campaign promoting Guinness as an everyday drink and follows Guinness's failure to win over impatient young drinkers with the launch of the Guinness "draught in a bottle" concept.
The pre-packaged format struggled to compete with the likes of Bacardi Breezer and Smirnoff Ice in the battle for fridge space and is now focused on the off-trade.
A GUDV spokesperson, however, dismissed suggestions that the company was set to call time on the more traditional two-stage pour, a process that has symbolised the brand's "good things come to those who wait" marketing campaign in recent years.
"It's one of a number of ideas in the new product development pipeline but we haven't decided where or when we are going to trial it yet," he said.
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Guinness Draught in a Bottle put on back burner (20 February 2002)