American Craft Beer The Best Craft Beer, Breweries, Bars, Brewpubs, Beer Stores, And Restaurants Serving Serious Beer.
(Courtesy Guinness)
Guinness is looking to tap into new markets with the launch of a world-first “micro draught” dispenser.
And it could be a game-changer…
Billed as the brewery’s biggest innovation since the nitrogen widget was introduced to Guinness cans in 1988, Guinness MicroDraught system will allow bars and e restaurants around the world to authentically recreate a true draft beer experience without big keg systems and gas lines.
Two years in development, Guinness MicroDraught starts with a “keg so small it comes in a can.” Instead of kegging it in traditional, larger kegs for use in a standard bar set-up, Guinness Draught beer is delivered in unique cans which are engineered to slot into the small MicroDraught unit.
Described by Diageo, who own the legendary brand, the MicroDraught system uses an air pump (as opposed to a traditional gas cylinder) to drive the liquid out of the can and through the standard Guinness Draughts spout.
“We see this as the ability to bring the Guinness draft to places and spaces that we haven’t been able to reach around the world because of the complexity required to deliver pints, in terms of kegs, setup and gas lines,” explains Grainne Wafer, global brand director, Guinness at Diageo.“Our ambition for this is really significant. We believe this is a world-first and it allows us in terms of our global journey to extend out to markets where we weren’t able to bring Guinness draft before.”
Guinness MicroDraught is now being tested at the Fridays restaurants in Great Britain, will be introduced to Ireland in July and fully launched in Korea that same month.
Almost 20 million pints of Guinness Draught are consumed by 3.7 million people annually in Korea, however 90% of those pints are enjoyed at home. The Korea launch of Guinness’ MicroDraught will enable more consumers than ever before to enjoy Guinness Draught on tap at widespread locations throughout Korea.
According to Diageo the rollout will continue in the United States, China, Hong Kong, Germany and Russia throughout the summer, eventually reaching more than 12,000 venues around the world.
“Guinness MicroDraught is a significant dispense innovation that enables us to continue Guinness’ upmost commitment to quality around the globe,” said Steve Gilsenan, Guinness Global Head of Quality. “It ensures the iconic Guinness pour and ideal temperature is guaranteed every time – meaning that only the best, freshest Guinness is served wherever you choose to enjoy it – from Seoul to San Francisco.”
