Diageo subsidiary Guinness Nigeria has launched its new premium lager beer brand, ‘Guinness Gold’. The launch follows successful consumer trials and signals a new confidence returning to Nigerian brewers after years of cost-cutting and focus on the value sector.
The company describes Guinness Gold as having a rich, amber gold, great flavour. Marketing material at the product launch describes the beer as being infused with crystal malt and amber malt, and having the same depth of flavour as Guinness stout.
Guinness Gold is being launched in selected outlets only at a price of N350 ($0.97) for a 600ml bottle. The lager is an interesting innovation for Guinness, seeking to open up new premium consumers away form its core malt and stout lines. The new larger is pitched as a halfway between stout and lager. In effect, it is a ‘bridging’ drink for consumers interested in lager but still wedded to the taste of stout.
In common with other breweries in Nigeria, Guinness Nigeria has battled rising costs for imported raw material, caused by a currency crisis. In August 2017, Guinness made clear that it intended on focusing more intently on the value beer segment. The company noted that “in the past 5 years, there has been a significant shift by consumers to value brands, making operating in the premium segment challenging.”
The value sector is still incredibly important for Guinness. However, the new launch signals a change in strategy. Guinness Gold is beyond the reach of most Nigerians as a drink of first choice but reaffirms that the company sees premium beer as a growth sector once more.
