Diageo rebrands beer business in the US

Diageo is refocusing its efforts on the US beer market by dropping ‘Guinness’ from the name of its beer business, renaming it Diageo Beer Company USA in a bid to better reflect its entire portfolio.

Diageo is dropping ‘Guinness’ from the name of its US beer business

Previously named Diageo-Guinness USA (DGUSA), the name change to Diageo Beer Company USA signals its “commitment to the broad category of premium beer,” the company said in a statement on Friday, positioning Diageo’s US beer business “for the future”.

“While Guinness will of course continue to play an essential role in our beer portfolio, the new Diageo Beer Company USA name will help highlight the contributions and potential of our other great brands like Smirnoff Ice, Smithwick’s and Harp”, said Tom Day, president of Diageo Beer Company USA.

The name change will be accompanied by a number of new product launches, partnerships and increased investment, particularly in relation to its Smithwick’s and Harp brands, as part of a renewed focus on its US beer portfolio.

A “deep innovation pipeline” for beer and flavored malt beverages will also be launched, which will include a collaborations with “drinks architect” Steve Grasse to create a new crafted hard soda line called Quaker City Malting Co. A new Smirnoff Spiked Sparkling Seltzer line is also planned.

A collaboration with New York City sports radio hosts Boomer Esiason and Craig Carton will see the launch of a new, limited release Smithwick’s variant to support a charitable partner.

“More and more, American beer drinkers are interested in experimenting with new styles and brands”, said Day. “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.”

More details about each of the new products will be available in the coming months, while the name change will take effect in the coming weeks.

Diageo released its full year result late last month, which saw the company post a 6% drop in profits amid currency volatility.