Guinness Launches Hydra-Flux – An Innovative New Dispense System for Smaller Outlets

Diageo, the global leader in beverage alcohol, has announced the launch of a new, quality draught dispense solution, Diageo HYDRA-FLUX, which will allow outlets with restricted space to pour the perfect draught pint for the first time.

Diageo HYDRA-FLUX, available now in a single and double tap system, acts as a complete end-to-end mini solution, providing small-scale licensed outlets without space to cater for draught beer dispense (such as café bars, bistros, casual dining and cellar bars), with the facility to pour perfectly chilled beer on demand.

With Diageo beer sales growing by +3.3% volume and +7.4% value share in the on-trade[1], driven by strong performances from GUINNESS (+3.1% volume & +5.1% value[2]) and Hop House 13 (+78.8% volume & 74.7% value[3]), this innovative new system marks another step in the brand’s continued efforts to help outlets tap into the growing sales opportunity represented by the GUINNESS portfolio.

Jonathon Wolfe, Commercial Planning & Activation Manager for the on-trade, said: “With GUINNESS, the UK’s No.1 stout, and Hop House 13 performing well ahead of the total beer category, our new HYDRA-FLUX system offers a huge new opportunity for outlets that were previously unable to offer fresh, chilled draught beer, to get in on the action.

“With the Six Nations tournament well underway, and other highly anticipated games coming up this year, the new HYDRA-FLUX system will allow smaller outlets to capitalise on the surge in footfall and unlock previously untapped beer sales as a result”.

Suitable for use with the entire GUINNESS portfolio, including recent Open Gate Brewery Citra IPA and Pilsner launches, Diageo’s next generation, small format draught dispense solution has been developed with product freshness in mind, which is achieved by keeping each part of the system and the keg continually refreshed with chilled water.

Energy efficient and economical to run, the unit is available free of charge to selected licensees - licensees should email, quoting reference ‘HYDRA-FLUX’ to register interest in tapping into this lucrative sales opportunity.

[1] CGA On-trade Market Report

[2] CGA Headline Summary P13 2018 MAT to 29/12/2018

[3] CGA On-trade Market Report

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