Diageo is working on developing a new glass for Guinness following changes in what consumers expect from glassware, said marketing manager Paul Cornell.
The current tulip-shaped glass has been available in the UK for nearly 10 years, while the Irish market has been using it for the last 25 years.
"During that time there has been a change in what consumers want in a good quality pint," Cornell explained. "For example these days people are much more concerned about the temperature of their drinks."
The company has been working on new glassware for some time and is getting ready to test the new design. Factors such as head retention, the two-part pour and keeping the liquid cold for as long as possible have been major considerations, Cornell said.
The new design is still glass despite reports that the Government is considering introducing plastic glassware in the on-trade.
"We have already spent some time and money researching the possibilities of toughened plastic glasses and we can just about deliver the same results as with glass, but from a consumer point of view the two still remain poles apart," Cornell said.
In February the company added alcohol unit information to Guinness pint glasses as part of its stand on responsible drinking and this will remain a feature of the new design.
Separately, this week Diageo announced it was to trial Guinness Mid-Strength in Edinburgh and Fife as part of its work with the Scottish Government and Alcohol Industry Partnership.
The 2.8% abv beer, compared to normal Guinness at 4.1%, has been on trial in Limerick since 2006 and was extended to Dublin the following year.
"Consumers responded positively to the trial in Ireland," said Steve Hamilton, director of innovation and nurture. "By trialling Guinness Mid-Strength we are offering consumers a choice on those occasions when they want to cut down on their alcohol intake but still enjoy Guinness to the full."
The trial will take place in 13 venues and last for three months before the results are evaluated.