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

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

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