Diageo launches Hop House 13 lager as part of the Guinness Brewers Project

Diageo’s Guinness stout brand has announced the launch of Hop House 13 lager in Great Britain, the latest beer from its The Brewers Project initiative at the St. James’s Gate, Dublin brewery.

Following a successful launch in Ireland, the new lager is now available in selected Greene King and Stonegate outlets in the on-trade and through wholesale channels in the off-trade.

Named after an early 1900’s hop store building at St. James’s Gate where hops are still stored today, Hop House 13 is a double-hopped lager made with Irish barley and aromatic hops. The 5% ABV lager is brewed with Guinness yeast, Irish barley and hops from both Australia and USA – Galaxy, Topaz, (AUS) and Mosaic (USA). On taste, Hop House 13 is described as “full flavoured while still being crisp and hoppy (but not bitter) with a refreshing clean finish”.

Following its February launch in Ireland, Hop House 13 now accounts for 2.8% of Lager in Ireland [Nielsen three month percentage share of lager IOI on trade], reaching one third of potential stockists after just six months.

The product will be available in bottled format, as well as in draught pint format. In the on-trade Hop House 13 will have an RRSP of £4.50 for a draught pint and £3.80 for a bottle. In the off-trade Hop House 13 will have an RRSP of £1.79 for a 330ml bottled format.

The Brewers Project is a group of brewers who are on a quest to explore new recipes, reinterpret old ones and collaborate freely to bring beers to life. Hop House 13 is the fourth release from The Brewers Project, joining Guinness Dublin Porter, Guinness West Indies Porter, and Guinness Golden Ale, which launched in April this year as a result of growing demand for “beers with more taste.”

 

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