Here in the U.S., we get 7-Eleven’s Game Day beer… Northern Ireland gets to test a new lager from the brewery that made stout famous. Guinness Black Lager has been introduced to–and is on trial at–400 bars across Northern Ireland. The lager, which shares the iconic stout’s name and color, may be rolled out across Europe if it succeeds in the U.K. province.
Guinness Black Lager is the London-based brewer’s latest attempt to bolster beer sales in its battle with rivals Heineken NV and Anheuser-Busch InBev NV, which controls Budweiser.
Not sure if this would eat into (drink into?) the patrons of Harp Lager, but hey, if Anheuser-Busch can make 4 or 5 beers that taste the same, so can Diageo’s St. James Gate Brewery.
Read the full story at Bloomberg Businessweek.