It promises the same taste and the same colour. It even promises the same distinctive head (except the morning after). But it will be for the drinkers of Limerick to decide whether a reduced-alcohol version of Guinness goes on sale across Ireland later this year.
Two years in the making, the new "mid-strength" brew is not to be confused with Guinness Light, the HMS Titanic of stout products that had its ill-fated launch in 1979.
At 2.8 per cent proof, the mid-strength product is lower in alcohol than Guinness Light was (3.6 per cent). The crucial difference is that mid-strength Guinness is designed to look and taste as close as possible to the regular 4.2 per cent brew.
At a private tasting in St James's Gate yesterday, The Irish Times was hard put to tell the difference. It thought the new product was slightly thinner than the old one, but it didn't like to swear.
Finally, under the watchful eyes of a group of company executives, the man from Del Monte copped out and said "maybe".
The ultimate verdict now rests with Guinness customers in 80 Limerick bars, who will test-market the drink for six months from March 9th. Limerick was chosen for the honour as the most demographically representative part of Ireland. Depending on reaction there, "potential for a national roll-out will be assessed".
Announcing the product, Diageo Ireland said it aimed to offer drinkers a chance to reduce their alcohol intake while continuing to enjoy the beer.
Marketing manager Paul Norris said its consumer research so far showed that most people were unable to distinguish between regular draught Guinness and the mid-strength drink, thanks to a technique that allowed brewers to take out some of the alcohol, while preserving the colour, taste and texture.
"This investment furthers Diageo Ireland's commitment to promoting responsible drinking," he said. Drinks companies have been responding to the strategic taskforce on alcohol that they should develop lower alcohol content products. Diageo has invested more than €5 million promoting responsible enjoyment of its products.
Calling the product a "great breakthrough by the master brewers", Mr Norris said the "proprietary technology" would remain a secret. But the new stout attracted criticism from rivals Beamish & Crawford, which suggested it could "undermine and damage" a stout market already "in fairly sharp decline".
"We are not quite sure what Diageo are up to in launching a half-strength stout," the company said. "It seems to fly in the face of the concept of a true pint of stout, and it seems to suggest that they are not happy with their own product, which is ludicrous in the light of previous attempts to launch lighter versions, colder versions and bigger versions."