By Amy Looker

Western Australians will be among the first in the country to try Guinness Black Lager, with Diageo Australia rolling out trials within the state.

Both on and off-premise venues will be trialing the new product, which is packaged in 330ml bottles and brewed with roasted barley and aromatic hops to create a distinct flavour profile.

“Diageo Australia is committed to growing the Guinness brand in our local market and we believe the test of Guinness Black Lager represents a real growth opportunity for retailers by attracting premium lager drinkers to the brand,” said Diageo Australia’s Guinness marketing manager, Sam Reid.

“The master brewers at Guinness have built upon 250 years of brewing tradition to take the enjoyment of lager to a new level. This innovation from Guinness will contribute to the already existing premium beer category growth and value for our customers.”

Australia is one of four markets globally to trial the new beer. Western Australia was chosen as the test market for Guinness Black Lager as it represents the highest percentage of premium beer volume sales in Australia.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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