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Guinness Going Light in the Loafers. What's The World Coming To?


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November 23, 2005

Guinness Going Light in the Loafers. What's The World Coming To?

David Kiley

I know I'll get mail for this. But I'm sick of what I call the wussification or sissification of beer, liquor and sports.

The latest offense is news that Guinness, my beloved brewer of stout, is introducing ten, according to Impact, "easier drinking versions of its brew." The first of these Guinness lites is Brew 39, which uses less roasted unmalted barley, and hops are added at end of the brewing process. The effect is that it's less bitter and thus is supposed to appeal to more of the people opting for Chardonnay and fruitified brandy these days. It seems pub sales are down since Ireland began enforcing a smoking ban. Some lightened version of the old bitter will be rolled out every six months for a while to see what sticks.

I know I shoudn't mind. It's not like my Guinness is going away, or that I'll go to order one at a bar and all they will have is the wuss's version. But somehow it makes Guinness feel a bit less like "my brand." It's like finding out your best mate took down the "Dogs Playing Poker" picture above his basement bar, and that his new live-in girlfriend made him replace the bar with an exercise studio and put up Andrew Wyeth pictures.

This is all right up there with adding vanilla and coconut flavorings to Scotch and Cognac, and banning cigar smoking at open-air baseball and football stadiums. It's all a bit uncivilized.

Or, maybe I'm just not sensitive enough.

12:55 PM

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David, you're plenty sensitive. For more years than ours combined, they've been making multiple versions of Guinness. It's part of their heritage, and that's ok. But this smacks of marketing decks and CPMs and increasing shareholder value. I've been in many Irish pubs (in Ireland), and I can't imagine any of them pulling a pint of Guinness Light unless, somehow, the distribution chain starts twisting arms.

Hell, I can't take the fact that they put Draught in a bottle. Wha?!

Posted by: Rich Sharp at November 23, 2005 01:59 PM

David,

My recommendation to you is to try a Victory Storm King Stout and Forget about the Guinness. I haven't had a decent Guinness in years and most recently, they been served in plastic cups! Of course, if Guinness doesn't know how to treat their current market, they have to find a new one - which is what they're doing.

I'm sure you are receiving PLENTY of emails on this, but check out the highest rated stouts and give them a shot. You'll realize that Guinness is a tradition, not a preference.

http://beeradvocate.com/beer/profile/345/1013/

http://beeradvocate.com/top_beers.php?style=162

Posted by: Brian at November 29, 2005 09:26 AM

I totally agree...there's almost something comforting about a Guiness. For such a stout beer company to do this, is almost like them waving a white flag and exclaming "Ok...we give in, Miller Lite is kicking our butts and we need a piece of the action." Are you kidding me?!

The next thing you know, somebody will take this "no carb craze" and create a wine with little or no carbs....OH wait...someone already did, and now you can find me lying under my desk, in the fetal position waiting for the sky to fall.

Posted by: Stephen Hunton at November 30, 2005 08:47 AM


Later, Baby
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