Guinness can’t afford to alienate loyalists as beer sales fall [changing recipe]

Marketwatch ^ | 11/14/15 | Jason Notte

[markomalley]

Guinness dates back 256 years and is laden with deep cultural connotations for both the Irish and Irish diaspora here in the United States. Any significant change to it is risky.

Even if it means removing an element deemed repugnant by a large segment of the population.

We could be talking about isinglass — the clear collagen extracted from fish bladders that is used to draw spent yeast out of beer and clarify the finished product — but Guinness is planning to remove that particular substance from its brewing process in 2016 in favor of another less-fishy filtration method. There wasn’t all that much left in the beer once it finished brewing anyway, but that wasn’t enough to keep folks from petitioning to get those decidedly non-veggie/vegan fish bits out of Guinness altogether.

Or we could be talking about the “good rats” of Guinness mythology: Dead rats supposedly found during a cleaning of the Guinness holding tanks that allegedly contributed to the beer’s flavor. That story is regularly disproven as a myth, but it does speak to the cult of personality built around Guinness. From the six-step, 119.5-second “surge and settle” pour off Guinness’ nitrogen-powered taps — no, you don’t have to do it that way, but it helps if you like that nice head — to the flavor of Guinness in Ireland compared to the U.S.,Guinness just teems with superstition and folklore.

[markomalley]

Instead of Isinglass they could use Polyclar, but still, political correctness ruins everything.

[reaganaut]

Didn’t they learn from the ‘new coke’ disaster?

[knarf]

I am SO out of the loop, having drank a six pack over the last 5 years or so ...

But I'd say that, if beer sales are lagging, it's a social psychology problem, not the beer

Beer is drank/drunk/drinked in quantity at gatherings and people don't gather like they used to (IMO)

A subliminal and general attitude of fear and distrust (coupled with technological advantages ... TV/computers/AEIOUphones (etc.) .. ) has affected the American psyche to where we don't gather every weekend

Now it's maybe once a year or so

[Mikey_1962]

I love Guiness Draught, the Stout is a bit too heavy for me.

[RayChuang88]

Isn’t Guinness usually consumed at wine cellar temperature, usually between 50 and 55 degrees F? That’s why the majority of the world like lager beer, which is usually consumed between 35 and 40 degrees F.

[meatloaf]

Schlitz is an example of a change in recipe that decimated a company.

[JJ_Folderol]

I dunno. Do whiny vegan liberal types actually drink stout or is it really about the fish? How much of a market is that clown squad? One percent of the total population or less?

[brewer1516]

Polyclar works great as a fining agent. I’ve used both and gotten great results.

I think the important point here is that they are changing the PROCESS , not the recipe. Using a fining other than isinglass will not affect the flavor. I suspect it has more to do with cost and they are spinning it from a marketing perspective of doing it for the whining vegans. Guinness (and others) have changed their brewing processes over generations to incorporate new tech and lower costs.

[paul544]

I stopped drinking Guinness and Sam Adams when they threatened to drop out of the St. Patrick’s Day parade if the gays were not allowed to march. I frankly hope they both go bankrupt.

[Raymann]

Uh, no. Beer sales are at their highest ever...its just people are switching to craft beer at a huge rate and the big breweries are suffering.

Once people try a flavorful beer its hard to go back, even to Guinness.

[MAexile]

Didn’t they learn from the ‘new coke’ disaster?

Right now, I think that's their only play here.

Sell both Guiness, and Classic Guiness made with the fish bladders. Then in six months drop the Classic from the name.

[goodwithagun]

I’m vegan (long story) and I’m happy about this; however, I would never petition a company to change something because of my dietary choice. I would prefer the free market sort this thing out. That said, perhaps it’s black velvets this evening with my homemade hard cider!

[Caipirabob]

And the beauty is that some of these breweries are practically their own community with followers and fans. I went to a few in Colorado I. The sticks and you really felt a sense of neighborly pride in their product. Sociali gatherings were basically neighbors setting out and enjoying each other’s company and and too much beer. ‘Merica!

[W.]

PC must die! That said, I've had this Stout, and it's very tasty, but what surprised me?

The bottle's clear. Didn't realize it until I pour4ed it into a glass. Odd...

[Oratam]

There is a small fishing village on the west coast of Ireland, often referred to as the capital of Irish traditional music. It is Doolin, County Clare, and it is home to three pubs--McDermott's, McGann's and O'Connor's. They all are traditional music venues and they all serve Guinness.

I have enjoyed the black stuff in all three and I must say I prefer the taste of the Guinness they pour in McDermott's Bar. It has a certain "roasty-toastiness" that the other two lack. I don't know why it should taste this way but I assume it has something to do with the taps and the lines that serve them. It's not a funky, or dirty taste. It's more like the Guinness itself is from a different source . . . our time.

[pajama pundit]

Just spent 10 days in Ireland. Guinness draught there was the BEST beer I’ve ever had. It is dark but tastes “light” and has no bitterness or aftertaste and is just delicious.

[Mikey_1962]

Bummer.