The new launch (4% ABV) will be rolled out across convenience and wholesale throughout April, May and June, having launched in Tesco on 19 April.
It will be available in a 4x440ml pack with an RRP of £5.50. The supplier is targeting new adult drinkers as flavoured alcohol grows in popularity and 95 million cups of coffee are drunk every day in the UK.
Guinness Cold Brew Coffee Beer contains approximately 2mg of coffee per can, the same as a decaf coffee.
John Burns, head of Guinness GB, said: “There is already a natural connection with coffee notes in Guinness’ signature offerings like Draught and Extra Stout, so the creation of Guinness Cold Brew Coffee Beer was a perfect match.”
Diageo will support the new product with social media and influencer activity.
Read more product news