Guinness has introduced two new pack formats for its Hop House 13 lager – a 330ml bottle 12-pack and 650ml sharing bottle.
Brand owner Diageo launched the extended range to match consumer demand within the global beer category, where 12 packs, four-packs, 650ml and 330ml formats make up over 45% of total category sales. The new formats will also enable retailers to further grow profits from a growing segment, currently responsible for 80% of growth in total beer, the company said.
Launched in 2015, Hop House 13 is the fourth new beer from The Brewers Project. The distinctive golden lager is brewed with Guinness yeast, Irish barley and high-quality hops from both Australia and the US. The lager has a sweet fruity aroma, with hints of apricot and peach, and subtle malt notes breaking through to create “a refreshing clean finish”.
Guinness head of innovation Nick Curtis-Davis said: “Hop House 13 embodies our passion for brewing, quality and innovation – values which have been at the heart of the Guinness story for over 250 years. Hop House 13 has proven to be an extremely popular new beer from The Brewers Project, appealing to premium lager drinkers and encouraging consumers to broaden their beer repertoires. By introducing two new pack formats, we hope to increase our appeal to consumers across a wider range of drinking occasions, such as sharing with friends, and enable the off-trade to take advantage of this to maximise their profits.”
They join the beer’s two existing formats – the 330ml bottle and 330ml four-pack – and will feature recommended retail prices of £13 for the 12 pack of 330ml bottles and £2 for a 650ml sharing bottle. The 12-pack will roll out from September, followed by the 650ml sharing bottle on 16 October.
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