NORWALK, Conn. -- Diageo, a global leader in beverage alcohol, is changing the name of its U.S. beer business from Diageo-Guinness USA to Diageo Beer Co. USA.
Following several months of strategy work to help best position Diageo’s U.S. beer business for the future, executives decided that the group’s name should convey Diageo’s brewing credentials and commitment to the broad category of premium beer.
“Diageo Beer Co. USA will be a forward-thinking premium beer company, rooted in our brewing heritage and focused on brands, customers and consumers,” said Tom Day, president. “While Guinness will of course continue to play an essential role in our beer portfolio, the new Diageo Beer Co. USA name will help highlight the contributions and potential of our other great brands like Smirnoff Ice, Smithwick’s and Harp.”
For the past few years, the team has focused on investing in Guinness and Smirnoff Ice, the two largest brands that make up the majority of the Diageo-Guinness USA business. It repositioned the Guinness brand to be known as a brewer, with a wide offering of beers to suit various tastes and occasions.
The priority for Smirnoff Ice has been to ensure that the brand has the right offerings for consumers. Line extensions such as Smirnoff Ice Electric Flavors, as well as the Smirnoff Ice Spiked line, along with new seasonal flavors and refreshed packaging are all contributing to Smirnoff Ice’s success.
“We have confidence in the position of our two largest brands and are excited for what’s to come over the next year,” said Day. “This change truly represents a culture and mindset shift for Diageo’s U.S. beer business.”
Moving forward, Diageo Beer Co. USA will increase its investment in the Smithwick’s and Harp brands, and it also has a deep innovation pipeline for beer and flavored malt beverages, the company said.
As part of the renewed focus on its total U.S. beer portfolio, the company announced several collaborations and new products. These include:
- Partnering with drinks “architect” Steve Grasse to create new crafted hard-soda line Quaker City Malting Co.
- Launching a new Smirnoff Spiked Sparkling Seltzer line.
- Planning a collaboration with radio sports show hosts Boomer Esiason and Craig Carton to create a new, limited-release Smithwick’s variant to support a charitable partner.
“American beer drinkers are interested in experimenting with new styles and brands. That’s evident with the continued proliferation of craft beers and traditional flavored malt beverages, as well as the rise of hard sodas, spiked seltzers and ciders,” Day said.
More details about each of the new products will be available in the coming months. The company’s name change will take effect within the coming weeks.
London-based Diageo, with North American headquarters in Norwalk, Conn., is a global leader in beverage alcohol with a collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
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