Guinness Targets Luxury Segment With New – Guinness The 1759

Diageo Guinness USA will climb the pricing ladder with next month’s launch of a new beer called Guinness The 1759.

Rolling out nationwide November 1, Guinness The 1759 was created to commemorate the year Arthur Guinness established the storied brand, signing a 9,000-year lease for the St. James’s Gate brewery in Dublin. The limited-edition brew is packaged in 750-ml. bottles, and it marks the first expression in the new Guinness Signature Series, which will debut a new commemorative beer each year. It also constitutes the first Guinness foray into the ultra-premium beer segment, according to Guinness brand director Doug Campbell.

“Guinness The 1759 is tapping into what we believe is a pretty interesting space—the emerging luxury beer category, which is geared toward sharing a bottle with a couple of people, special occasions and gifting for the holidays,” says Campbell, adding that The 1759 will have a suggested retail price of $34.99 a 750-ml.

The 1759 is an amber ale brewed with traditional beer malt as well as peated whisky malt typically used to produce Scotch and Irish whiskies, which Campbell says lends a “smoke character” to the beer. Just 90,000 bottles of the 9%-abv label were produced, with the vast majority reserved for the U.S. market.

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