CNN- Fancy a pint of the not-so-dark stuff?
Guinness, maker of the famed Irish stout often called “the dark stuff,” is rolling out a new lager aimed at American beer drinkers.
Guinness Blonde American Lager will go on sale later this month. The amber-colored beer is made in Latrobe, Pa., the heartland of U.S. brewing, using a combination of Guinness yeast and American ingredients. It will be 80% lighter in color than Guinness Draught.
The lager is the first beer released under the “Guinness Discovery Series,” a program designed to combine traditional European brewing methods with new techniques.
Meanwhile, in Ireland and the United Kingdom, Guinness is introducing Dublin Porter and West Indies Porter at select locations this month.
Guinness, which has been brewing beer in Dublin for 255 years, is looking for ways to innovate as the beer market is disrupted by an explosion of craft breweries.
Overall beer sales have been down for four of the past five years. But craft beer sales grew 17% last year, and represents about 20% of the overall $100 billion dollar U.S. beer market, according to the Brewers Association.