Diageo has launched Brew 39, the first of 10 new versions of Guinness planned by the company, in Ireland. The group aims to have released all 10 variants by 2010, in an attempt to revive interest in the drink, which has seen sales slip by 3% in Ireland in the year to June. The beer will be sold in 300 bars around Dublin and will be withdrawn six months later to be replaced by a second version in what the company calls the Guinness Brewhouse Series. The group has blamed competition, rising wine sales and Ireland’s smoking ban for the drop on Guinness sales.

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