Drinkers have always expected to wait longer for their Guinness, but a new technique being considered could deliver a pint in less than 30 seconds, it emerged today.
In an effort to combat declining sales in recent years, Guinness is hoping to appeal to people not prepared to wait the one minute, 59 seconds for the traditional pint to be poured.
The new system of pouring is undergoing testing, but Guinness insists the end product in the glass tastes exactly the same as the original. But the quick-pour pint would contradict the brand's image, with its lavish advertising based on good things coming to those who wait.
A Guinness spokeswoman said: "We have got to move with the times and the brand must evolve. We must take all the opportunities that we can".
Details about the new technique, and the pump it uses, are being kept secret for now, as is where the quick-pints are being tested.
Although immediately unable to provide figures, Guinness said sales had been slipping in the UK market and it was looking at new ways of attracting back drinkers.
"In outlets where it is really busy, if you walk in after nine o'clock in the evening there will be a cloth over the Guinness pump because it takes longer to pour than other drinks," said the spokeswoman.
But she reassured Guinness devotees the new technique was only being considered in these busier outlets and that the taste was not compromised. "It wouldn't be put everywhere - only where people want a quick pint with no effect on the quality".
PA