Diageo plans five-litre keg Guinness for home market

Diageo is planning to introduce a five-litre keg of its iconic Guinness brand, aimed at the take-home market. The launch is not expected till later next year.

The launch follows rival Interbrew’s decision earlier this year to put its Stella Artois lager into the same format.

Others in the market which are testing a similar format include Beverage Brands, which is introducing a party keg version of its ready-to-drink WKD Original Vodka Blue brand in time for the festive season.

A spokesman for Diageo says: “There are several innovative ideas in the pipeline for Guinness, all at various stages of development. This is just one of many that we are looking at, but no tests are planned.”

Experts say that the industry has been expecting new activity from Guinness since Diageo was forced to ditch Guinness FastPour, its pint dispensing system. The FastPour system, which claimed to deliver “a perfect pint” in only 25 seconds instead of the usual 119.5 seconds, was ditched earlier this year following a disappointing response from customers (MW May 22). The system was used to serve Guinness Draught Extra Cold and was aimed at busy bars needing to cut waiting time. It was first tested in September last year in pubs across London and Yorkshire.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here