Guinness toasts Breó white beer
GUINNESS Ireland Group are toasting the success of their new white beer, ``Breó'', sales of which have exceeded all test market sales expectations, writes Isabel Hurley.
Launched on 20 selected pubs last April in the capital, some £5m was invested in product development and marketing activities by Guinness.
With the beer market growing at 4pc, Guinness is predicting that Breó will become a completely new mainstream beer.
A national roll-out is now planned by the group for the new beer amid plans to expand the brewing facilities to cater for extra demand.
The name Breó (pronounced Bro) is an ancient Celtic word meaning ``glow''. Made from three different types of grain, no other beer in the world is made this way, and Guinness feels that its name reflects its distinctive cloudy appearance and natural citrus beer taste.
Breó White Beer was developed by the new product development team within Guinness Group Ireland, led by Ciaran O'Loan.
Mr O'Loan said: ``Our objective was to create a very different product, in response to research which identified the potential for a new brand as original as Breó white beer.''
The new beer is aimed at the young adult market, keen to try new products.