Guinness rejects FastPour after trial

Guinness is to scrap the FastPour variant of its stout after a three-month trial revealed customers prefer the ritual of the 'two-part pour'.

The brewer tested FastPour, a system which pours a pint in just 25 seconds instead of the usual 119.5, in 30 busy pubs popular with younger drinkers, such as O'Neill's and It's a Scream, in London, Newcastle and Yorkshire.

Guinness trialled the system, which took place late last year, because research suggested customers didn't like waiting for it to be poured in busy bars.

FastPour was applied only to Guinness Extra Cold, the version of the stout most frequently bought by younger customers in more stylish bars.

It was presumed that the same demographic would buy more of a faster-poured pint.

But even though customers were intrigued enough to sample the FastPour variant during the trial period, they were not enamoured enough to keep choosing it.

Senior brand manager Radha Rajamohan said drinkers tended to drift back to the two-part pour for their second and subsequent pints and that "they really like the two-part pour as a ritual".

The outcome of the trial will make grim reading for rival stout brand Murphy's, which shifted its whole brand proposition to a Fastflow dispensing system last November.

Murphy's £6.5m relaunch included TV ads by Bartle Bogle Hegarty featuring skeletons to convey time wasted waiting for a two-part pour.

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