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.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in