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Nov 24, 2014

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Quick draw Guinness?

Stout brewer wants to serve those unwilling to wait

Feb 22, 2002 - An Associated Press report out of London indicates that Guinness is experimenting with a new procedure that would pour the famous stout much faster. This has been met with cries of "blasphemy" in the beer's homeland of Ireland.

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"We have got to move with the times, and the brand must evolve. We must take all the opportunities that we can," a Guinness spokeswoman said.

On Thursday, Diageo - which owns the brand - announced that Guinness sales were down 1% globally and 4% in Ireland. Sales were flat in Great Britain, where experiments with the faster draw are in progress.

Guinness has long advertised that good things come to people who wait and that a good pour should last 1 minute and 59 seconds. The spokeswoman indicated the faster pour was only being considered for busier outlets.

"In outlets where it is really busy, if you walk in after 9 o'clock in the evening, there will be a cloth over the Guinness pump because it takes longer to pour than other drinks," said the spokeswoman.

And the competition appears to be intent on getting faster. Carlsberg-Tetley, is marketing a new tap designed by scientists at the University of Birmingham that will fill a pint of lager in 14 seconds, 30% faster than other taps.


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