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Guinness Draught (in the bottle)
Guinness Draught is probably one of the most popular beers. Even the canned nitro-widget version can be found everywhere. And, you have to admit, there is nothing like watching that cascading action when first poured. The nitrogen runs thru the liquid black abyss and creates a milky cream foam head that autographs your upper lip, with the first sip.
But what if you are at a bar and you do not want to wait the 5mins required for a proper Guinness pour? What if you do not have a glass to pour into? What if you just want to drink from the bottle?
Enter Guinness Draught in the bottle (11.2oz, available in 6-paks, brewed at St. James Gate Brewery, Dublin). This unique beer was specifically designed to be consumed from the bottle. "Hear something? That's the new floating draught system delivering you the great taste of Guinness Draught." The explanation on the bottle also suggests "To really enjoy Guinness Draught, chill for at least 2 hours. Drink straight from the bottle." Eh? What the hell is going on here?
It has what is called a "rocket" in the bottle (similar to the nitro "widget" in the cans) that is suspended in the beer. This vehicle of creamy beer pleasure is about 2 1/2 inches long, white and is activated once the bottle-cap is opened. A mixture of gas is released to create that signature creamy mouth-feel, and as the drinker goes thru the typical beer to mouth tilting motions the rockets spins and agitates the beer ... ensuring that every mouthful is creamy. You can actually see this action if you rip-off the label (shrink-wrapped plastic that is meant to simulate the look of a poured pint of Guinness). You can also take a look at the rocket by taking a pair of tweezers or needle-nose pliers and pulling it out from the bottle. Or ... you can not waste time by placing the bottle between an empty pizza box and smashing it with a hammer.
I also conducted a scientific test in which I poured GDIB into a glass. It lacked head and tasted ... not so good. Also, note that you will not experience any real aroma from the bottle, nor will you get any of the signature visuals associated with the pint. Given this it'll never replace the draught versions on tap or in the can, however I predict this beer to be a major success -- regardless of its being lacklusture in comparison to the original and very gimmicky.
Guinness is smart though. Not only are they marketing to a hole in the bottled beer market, but they are creating a new type of Guinness drinker.
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