Guinness Will Release Blonde American Lager to Revive Sales

Guinness Will Release Blonde American Lager to Revive Sales

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.


[h/t] Businessweek // Advertising Age


IKEA Is Letting Kids Design Its New Line Of Toys

Travel Yesterday

30-Year-Old Photographs Used As Travel Guides

A new photo series revolves around tracing the origins of images from the past

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide


Get PSFK's Related Report: Future of Automotive

See All
Health Yesterday

VR App Prescribed For Pain Relief

A pharmacy chain in Sweden is stepping away from tradition to develop a happy place for the pain-afflicted

Retail Yesterday

Banks Are Coming Together To Create A New Payment Network That Rivals Venmo

A number of financial institutions are collaborating to make a new person-to-person monetary system called Zelle for their customers

Related Expert

Jonathan Balck

Advertising Veteran

Media & Publishing Yesterday

Pocket Camera Aims To Facilitate The Struggles Of Live Streams

The Mevo helps resolve the complexities of streaming video with an intuitive setup and smart editing controls

Food Yesterday

Startup Believes Traceability Will Help Disrupt The Multivitamin Industry

Ritual is a daily supplement for women that traces every ingredient back to its source

Food Yesterday

Photo Series Brutally Murders Some Of Your Favorite Fast Food

The portraits by artist duo Ilka & Franz do away with mealtime regulars in a way that is both beautiful and humorous


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 26, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Mobile Yesterday

Coffeemaker Teaches You How To Make The Perfect Cup

The device comes with an accompanying app that guides novices and experts alike through the brewing process

Op-Ed Yesterday

General Electric: Lighting’s Impact On Sleep Is More Than The Off Switch

Jeff Patton, General Manager of Connected Home Products at GE Lighting, uncovers how lighting technologies can affect our sleep cycles

Brand Development Yesterday

The Story Behind How LYNK & CO Created A Car Brand From Scratch

Head of Design Andreas Nilsson describes which values were most influential in determining the identity and design direction of the new auto company

Travel Yesterday

Architect’s Design Presents A Radically New Approach For New York’s Penn Station

The firm of Vishaan Chakrabarti has envisioned a bright community and travel hub in the heart of the city

Fitness & Sport Yesterday

Editorial Roundtable: Building An All-Encompassing Performance Suite

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats on the partnership opportunities available in health and fitness

Gaming & Play Yesterday

Fantasy Game Responds To Each Player’s Emotions

The card battling venture measures responses through a Bluetooth clip to adjust the experience accordingly

Luxury Yesterday

Carry A Map Of NYC On A Handbag

The bag from Bottega Veneta has been designed exclusively for Bergdorf Goodman to celebrate New York City

Technology Yesterday

Roaming Robots Crawl Around Your Body To Do Small Jobs As You Go About Your Day

A new concept wearable developed by researchers at MIT and Stanford are fully functional bots that live on your clothing

No search results found.