Gama Innovation Award: Guinness Nitro IPA
Gama Innovation Award – Product
MANCHESTER – 26th April 2016: The Gama Innovation Award – Product for April goes to Guinness Nitro IPA, a new offering from Diageo looking to tap into the enhanced popularity of Indian Pale Ales in line with the growth in craft brewing.
Claiming to bring "Guinness-style nitrogenation to an IPA", the new Guinness Nitro IPA is promoted as "a hop-forward India Pale Ale with the qualities of a classic Guinness pint". The beer is described as being brewed with Irish barley malt, "a touch" of roasted barley and five hop varieties, while – as with traditional Guinness stout – a blend of both nitrogen and carbon dioxide are used for a "creamy mouthfeel" and to "balance out the profusion of hop flavors, while also creating the signature surge and settle".
"Guinness Nitro IPA is another good example of a large-scale beermarker interpreting trends in the craft space to reinvigorate an established brand", commented Gama editorial director Tom Warden. "The launch of Guinness Nitro IPA – a product of Diageo's The Brewer's Project – demonstrates how larger brewers can seek to trade on their history, brand equity and technological know-how to redefine mainstream beer brands for the new 'craft age' ".
Image source: Diageo / Gama (montage)
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
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