Guinness plans update for cans

Guinness Draught in cans is to undergo its most radical product development since the introduction of the widget into cans in 1989.

Diageo claims that Guinness Draught will be 'smoother and creamier' as a result of the introduction of new brewing technology.

It will support the innovation with a £7.5m advertising campaign over the next year. The Guinness Draught can will also be updated. The can will be available nationally from September, aimed at the drink's core audience of 25 to 45-year-old men.

Guinness believes the can will encourage more people who drink its stout in pubs to also drink it at home.

Volume sales of Guinness Draught in a can grew by 76% between 1999 and 2004. Current growth is 7% year on year, according to ACNielsen.

Diageo spends £30m a year on advertising for Guinness, according to Nielsen Media Research.


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