menu

Guinness Will Release Blonde American Lager to Revive Sales

Guinness Will Release Blonde American Lager to Revive Sales
Retail

The first made-in-America brew from the Irish brand will stray from the company's trademark dark color

Tiffany Nesbit
  • 8 august 2014

Though it originated in Ireland, Guinness is a beer known around the world. It’s signature dark color and thick creamy texture make it a popular choice in Ireland and abroad, but according to manufacturer Diageo, there has been a decline in consumption since 2001. Specifically in North America, sales fell six percent in the fiscal year ending June 30th of this year. Diageo recently launched the “Made of More” campaign, which seeks to highlight the unique character of a Guinness beer, but will also offer more diversity in both flavors and colors via its Discovery Series.

Blonde American Lager is the first release from the Discovery Series, a paler ale that is aimed at the American palette, and crafted in Pennsylvania. Made by City Brewing, the new beer will be made from a Guinness yeast produced in Dublin, but will be a blend of Irish technique and the American lager-brewing style. According to Advertising Age, Doug Campbell, Diageo’s Director of Beer Business, describes the beer as ‘on the hoppy side and a touch biscuity;’ it will be released this September, and is set to be a permanent part of the Guinness repertoire.

The Discovery Series is set to release two new beers each year in a variety of styles, but the company is unsure which brew is up next- though it will likely be released in the Spring. In the mean time, Diageo is trying to get American beer drinkers’ anticipation up, showcasing the Blonde American Lager in a print ad in Playboy Magazine, and a national TV commercial campaign set to begin in mid-October.

Guinness

[h/t] Businessweek // Advertising Age

Trending

Turn Food Scraps Into Fertilizer In 24 Hours

Food
Technology Today

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Today

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Travel Today

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Jesse Levin

Service, Duty, Entrepreneurialism

USA Today

Twitter-Powered Metronome Measures The Tempo Of Austin

The installation is designed to swing faster as more tweet come in

Travel Today

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Today

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed november 22, 2016

Digital Strategist: Why “Big Sensing” Is Key To Retail’s Future

Bud Caddell, Founder of NOBL, shares why the most capable and useful asset in any retail environment is the workforce

PSFK Labs Yesterday

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Fitness & Sport Today

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

Syndicated Today

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail Today

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion Today

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Today

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Media & Publishing Today

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

Advertising Today

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive Today

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.