Waiting time cut for Guinness

The waiting could soon be over

DUBLIN, Republic of Ireland -- A company is developing a method to cut down the time it takes to pour the perfect pint of Guinness.

But the plan by British drinks giant Diageo has been met with cries of "blasphemy" in the beer's homeland.

In a bid to revive declining sales, the makers of Ireland's national tipple are testing a new pouring system which they say will cut the waiting time on a pint to 15-25 seconds from the traditional two minutes.

"A two-minute pour is not relevant to our customers today," the company's chief executive Paul Walsh told Reuters.

For more than two centuries -- since Arthur Guinness founded his famous brewery at Dublin's St James' Gate -- drinkers have been accustomed to waiting for their stout.

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The drinks advertising campaign has even been built around the time it takes for the pint to be poured, with the slogan "Worth waiting for" featured on the most recent.

But Diageo's new technique will use ultrasound to release bubbles in the stout to form the characteristic white head instantly.

A company spokeswoman explained: "We have got to move with the times and the brand must evolve. We must take all the opportunities that we can."

Emmet Bunting, barman at The Brazen Head in Dublin -- reputedly Ireland's oldest pub, dating back to the 12th century -- said the move would be resisted.

"Our customers will certainly not go for that. Guinness is a traditional drink and I don't think people will sacrifice that for a little extra speed and efficiency," he said.

Richard Donovan, manager of Doheny & Nesbitt's bar in central Dublin, said: "You pull a pint (of Guinness) for an Irishman and he expects to wait.

"If you pull one in less than a minute he'll say 'where the hell did you drag that from.'"

At O'Dwyers bar, student Declan McCauley said: "Most young people drink cider and lager not because it's quicker but because they don't like Guinness.

"If anything this could alienate the core stout drinkers."

News of the move came after Diageo's half-year results this week showed a one percent dip in overall Guinness volumes, with a four percent fall in the Irish republic.