The world’s most distinctive beer, Guinness Foreign Extra stout was launched Yesterday, April 7 2017 at Sheraton Addis. Guinness is a uniquely bold and distinctive black beer that has been carving its own path for over 250 years. A beer that has travelled the globe- now proudly by Meta Abo Brewery, A DIAGO company.
Guinness is an Irish dry stout that originated in the brewery of Arthur Guinness (1725–1803) at St. James’s Gate brewery in the capital city of Dublin, Ireland. Guinness, produced by the Diageo beverages company, is one of the most successful beer brands worldwide.
Arthur Guinness started brewing ales in 1759 at the St. James’s Gate Brewery, Dublin. On 31 December 1759, he signed a 9,000 year lease at £45 per annum for the unused brewery. Ten years later, on 19 May 1769, Guinness first exported his ale: he shipped six-and-a-half barrels to Great Britain.
“Stout” originally referred to a beer’s strength, but eventually shifted meaning toward body and colour. Arthur Guinness started selling the dark beer porter in 1778.
And after 20 years it is now reintroduced to Ethiopia. Guinness Foreign Extra Stout (FES) at 6.5% ABV is crafted with extra hopes and slow roasted barley to release its full, distinct character and unmistakable deep, dark colour. Each bean is slow roasted at exactly 232°- hot enough to bring out the roast flavor, but not so hot that it catches fire.
“We are very proud to launce this iconic beer in Ethiopia. Guinness Foreign Extra Stout has a dark liquid, but a bright flavor. A beer that has lived in the hearts and minds of millions across the world for over 250 years but has always had the authenticity, boldness and vision to do things differently. Now we are brewing Guinness, right here in Ethiopia and we are very excited to introduce it to everyone here.” Mrs Zumi Njongwe, The marketing and innovation Director at Meta Abo Breweries.
“This beer is perfect for those looking for more character and more taste. The rich character of Guinness is best enjoyed by following the five-step perfect pour ritual. Chill to between 3-5° for optimum taste, Release the crown to release the aromas, pour slowly into a glass to release the rich flavours, toast your friends and family and sit back and enjoy.” Added Nebyou Kassa, Guinness ambassador.
Followed by a press release, where the representing team,Fana Abay Consumer Research manager, Baker Magunda Managing Director, Darren KanneyGlobal Brand Ambassor for Guinness and Dagmawi Shewangzaw Public and Alcohol policy Manager explained the process that led to the moment, the night took over, the whole working team along the media representatives were invited to the tasting event. Before that there was a briefing on the different steps it takes to brew the it. The event was profoundly organized from the set up to the service. We witnessed that they walked their talks indeed.
About Meta Abo Brewery S.C and Diago:
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, JɛB, Buchanan’s, Smirnoff, Cîroc and Ketel one Vodkas, Baileys, Capitain Morgan, Tanqueray, Meta Beer, Azmera beer, Kuru& Malta Guinness, and Guinness.
Diageo is global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and London Stock Exchange (DGE).
Meta Abo Brewery is formally a state owned brewery established in 1967 based in Sebeta, with a rich history in Ethiopia. In January 2012, Diageo acquired the Meta Abo Brewery for a premium of $225m USD and since then have invested $119M USD into the brewery’s expansion.
“Like Guinness, everyone should have the confidence to carve their own path in life. Join the bold. Drinl Guinness. Most importantly, we want our consumers to enjoy Guinness responsibly, please don’t drink and drive and Guiness is for sale only for people above the age 18.”