Lyla Lindsey
Guinness, the world-renowned Irish dry stout, has been traditionally brewed at St. James's Gate in Dublin, Ireland, for over 250 years. However, in recent times, the drink has been produced in various countries, including Australia, sparking debates among loyal drinkers about the taste and authenticity of the locally brewed version. This paragraph introduces the topic of Australian-made Guinness, exploring its origins, taste differences, and its reception by consumers.
| Characteristics | Values |
|---|---|
| Country of origin | Ireland |
| Australian manufacturer | Lion Nathan |
| Australian breweries | Yatala, Melbourne |
| Australian manufacturer differences | Bottom-fermented lager yeast, domestic malts |
| Taste | Watery, bitter, less creamy |
| Production | 9 million glasses of Guinness are consumed worldwide daily |
| Marketing | Guinness Brewery of Meteorology, The Drum Awards for Marketing APAC’s Out of Home Gold |
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What You'll Learn
Guinness in Australia is brewed by Lion Nathan
Lion Nathan has a reputation for buying out small breweries, changing the recipe, and mass-producing lower-quality beer. The Australian Guinness is brewed with a bottom-fermented lager yeast, which may account for its different flavour compared to the Dublin-brewed stout. The Australian version is said to be watery, bitter, and lacking the creaminess of the original.
Some drinkers have noticed a significant difference in taste and quality between the Australian and Irish versions of Guinness. They claim that the iconic taste of Guinness has been compromised by offshoring production to Australia. The beer is described as undrinkable, with a loose and bubbly head rather than the creamy texture of the Irish Guinness.
Despite the negative reviews, Guinness ambassador Domhnall Marnell insists that the quality of Guinness in Australia is almost identical to that of Ireland. He claims that it is difficult to distinguish between a properly served pint in Sydney and one served in Ireland.
Guinness has become a popular winter beer in Australia, with a successful marketing campaign targeting males aged 18+ during the colder months. The campaign leveraged innovative technology, including weather-triggered programmatic OOH and QR codes, to reach its target audience and drive conversions.
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It is brewed under license
Guinness is an Irish dry stout that was first brewed in Dublin, Ireland, over 250 years ago. It is now brewed under license in Australia by Lion Nathan. The Australian version of Guinness is brewed with a bottom-fermented lager yeast, which is said to give it a different flavour from the Dublin-brewed version.
The recipe for Guinness brewed in Australia is reported to be different from the original Irish recipe. The Australian version is said to be more watery and bitter, with a looser and more bubbly head, rather than the creamy head of the Irish Guinness. Some fans of the drink have expressed disappointment with the Australian version, stating that it is ""not stouty enough" and that it is an "insult" to call it Guinness.
The difference in taste may be due to the use of lager yeast in the Australian version, as well as the use of domestic malts. Additionally, the Australian version is brewed as a blond beer, with the addition of a St James Gate concentrated brewed flavour additive, which may contribute to the perceived difference in taste.
Despite the criticism, some people argue that the quality of Guinness in Australia is almost the same as that in Ireland. Guinness ambassador Domhnall Marnell stated that the difference in quality is an "old wives' tale" and that when served correctly, it would be difficult to tell the difference between the two.
Guinness has been actively marketing its product in Australia, with campaigns such as "The Guinness Brewery of Meteorology," which aimed to establish Guinness as the Australian beer of winter. The campaign leveraged programmatic OOH, QR codes, and weather triggers to drive conversion and reach a target audience of males aged 18 and above.
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It tastes different from the original
Australian Guinness is brewed under license by Lion Nathan. It has a different taste and consistency from the original Irish Guinness, which has been brewed at St. James's Gate in Dublin for over 250 years. The Australian version is said to be watery, bitter, and lacking the creaminess of the Irish stout. Some drinkers have even started a petition to cease the production of Guinness in Australia, aiming to preserve the unique taste of the Irish-brewed stout.
The difference in taste may be due to the use of lager yeast in the Australian version, as part of the deal when Tooheys initially obtained the rights to Guinness. The base beer is brewed as a blond beer, and St James Gate concentrated brewed flavour additive is added to it, which is a very high-strength stout. The use of domestic malts and the nitro pour also likely contribute to the different flavour of the Australian Guinness.
Some people argue that the perception of inferiority of Australian Guinness is an "old wives' tale" and that the quality is almost the same as the Irish version. However, many drinkers disagree, stating that the Australian Guinness is undrinkable and disgusting. The head is described as more loose and bubbly rather than creamy, and the taste is bitter and empty.
The difference in taste between Australian and Irish Guinness may also be due to the way it is served. Guinness is best served at a specific temperature, and the way it is poured and the type of glass used can also affect its taste and texture. The "Guinness Brewery of Meteorology" campaign in Australia aimed to establish winter as the ideal season for drinking Guinness, as the optimal temperature for the stout is lower than the typical summer weather in Australia.
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It is brewed with lager yeast
The famous stout has been brewed at St James's Gate in Dublin for over 250 years, and is now brewed under contract in fifty countries. Guinness is produced pretty much the same way worldwide, except in Ireland and Nigeria. The base beer is brewed as a blond beer, with specifications varying to suit local tastes. To this is added 2-4% St James Gate concentrated brewed flavour additive, which is a very high-strength stout.
In Australia, Guinness is brewed with bottom-fermented lager yeast. When Tooheys obtained the rights to Guinness, part of the deal was that it could be brewed with lager yeast to suit the setup at Tooheys. When Tooheys lost the rights and it went to CUB, they also continued to use lager yeast. This accounts for the different flavour of the keg version in Australia compared to Dublin.
The Australian version of Guinness has been described as vastly different from the rich and creamy original made in Dublin. The taste is more watery and bitter, with none of the creaminess of the Irish stuff. The head is more loose and bubbly, and the taste is very bitter and "empty".
Despite the negative reviews, Guinness ambassador Domhnall Marnell has stated that the quality of Guinness in Australia is almost the same as in Ireland. He claims that if an Irish pint and an Australian pint were served at the right temperature in the right glass, it would be hard to tell the difference.
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It is the beer of winter in Australia
In 2023, Guinness launched a campaign to establish itself as the beer of winter in Australia. The campaign, called "The Guinness Brewery of Meteorology", aimed to associate the beverage with the winter temperatures in Australia. Since summer is the peak selling season for beer brands in Australia, with consumers favouring light-coloured lagers, Guinness strategically targeted the winter season to promote its dark, opaque, and heavy ale as the perfect winter drink.
The campaign utilised innovative technology, combining creative strategies with data and measurement. It employed programmatic out-of-home (OOH) advertising, which was weather-triggered to activate when the temperature fell below 15 degrees Celsius. This ensured that the advertisements were aligned with the target audience's preferences during the colder months. The OOH campaign was executed through QR codes, video content, and dynamic creatives to maintain engagement.
To further entice consumers, the campaign offered a redeemable component where individuals could scan a QR code to register for a free pint of Guinness. This initiative drove conversion and encouraged consumers to try Guinness as their winter beverage of choice.
The "Guinness Brewery of Meteorology" campaign was a successful endeavour, winning the Drum Awards for Marketing APAC's Out of Home Gold. By leveraging technology and data, Guinness increased brand awareness, reach, and consumer engagement. The campaign effectively positioned Guinness as the beer of choice during the winter months in Australia, providing a comforting drink option on cold and windy evenings.
While the campaign strategically targeted the Australian market, it is worth noting that some consumers have expressed disappointment with the taste of Guinness brewed in Australia compared to the traditional Irish Guinness. Some describe the Australian version as watery, bitter, and lacking the creaminess of its Irish counterpart. Despite this, Guinness continues to be a renowned brand worldwide, with its unique stout enjoyed by many during the winter season in Australia.
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Frequently asked questions
Australian Guinness is made in Australia.
No. Australian Guinness is said to be vastly different from the Irish original. Fans of the drink have described the Australian version as watery, bitter, and lacking the creaminess of the Irish version.
When Tooheys acquired the rights to Guinness in Australia, they were allowed to brew it with bottom-fermented lager yeast to suit their setup. This is said to account for the difference in flavour between the Australian and Irish versions.
Yes, Guinness is brewed in Australia today. In 2023, Guinness ran a marketing campaign to establish itself as the Australian beer of winter.
