Could Guinness help get tillage farming back in the black?
News that Diageo is planning to invest close to $1 billion in marketing stout in the US and Canada will be welcomed by Irish cereal growers.
Diageo aims to get Guinness into 150,000 additional bars and hotels across North America by the end of the decade, as part of a plan to double the total number of pints of plain that it brews annually.
This is an ambitious target on Diageo’s part, but farmers will wish them well – and even give them a dig out every now and then by sinking a few dark libations.
With about 40,000t of malting barley contracts lost this year due to the lack of demand for distilling grain, any increase in Guinness sales would be a boon to maltsters and grain growers alike, no doubt.
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