Diageo Drops Guinness From its U.S. Beer Business Name
Global beverage alcohol company Diageo is changing the name of its U.S. beer business from Diageo-Guinness USA (DGUSA) to Diageo Beer Company USA. Following several months of strategy work to help best position Diageo's U.S. beer business for the future, it was decided that the group's name should convey Diageo's brewing credentials and commitment to the broad category of premium beer.
While Guinness will continue to play an essential role in the beer portfolio, the new Diageo Beer Company USA name will help highlight the contributions and potential of the company's other brands like Smirnoff Ice, Smithwick's and Harp.
For the past few years, the team has focused on investing in Guinness and Smirnoff Ice, the two largest brands that currently make up the majority of the DGUSA business. The Guinness brand was repositioned to be known as a brewer, with a wide offering of beers to suit various tastes and occasions. A heightened emphasis on quality training for bartenders and bar owners has also created greater consistency in how consumers experience Guinness.
The priority for Smirnoff Ice has been to ensure that the brand has the right offerings for today's consumers. New-to-world extensions like Smirnoff Ice Electric Flavors, as well as the Smirnoff Ice Spiked line, along with new seasonal flavors and refreshed packaging are all contributing to Smirnoff Ice's success.
Moving forward, Diageo Beer Company USA will be increasing investment in the Smithwick's and Harp brands and also has a deep innovation pipeline for beer and flavored malt beverages. As part of the renewed focus on its total U.S. beer portfolio, the company announced collaborations and new products. These include:
More details about each of the new products will be available in the coming months. The name change will take effect within the coming weeks.
The company also has hired former Samsung and Procter & Gamble marketer Vince Hudson to be the new global brand director for Smirnoff vodka and senior VP for the brand in the U.S, succeeding Matt Bruhn.
Hudson spent 20 years with Procter & Gamble in several roles including vice president in the beauty care division.
While Guinness will continue to play an essential role in the beer portfolio, the new Diageo Beer Company USA name will help highlight the contributions and potential of the company's other brands like Smirnoff Ice, Smithwick's and Harp.
For the past few years, the team has focused on investing in Guinness and Smirnoff Ice, the two largest brands that currently make up the majority of the DGUSA business. The Guinness brand was repositioned to be known as a brewer, with a wide offering of beers to suit various tastes and occasions. A heightened emphasis on quality training for bartenders and bar owners has also created greater consistency in how consumers experience Guinness.
The priority for Smirnoff Ice has been to ensure that the brand has the right offerings for today's consumers. New-to-world extensions like Smirnoff Ice Electric Flavors, as well as the Smirnoff Ice Spiked line, along with new seasonal flavors and refreshed packaging are all contributing to Smirnoff Ice's success.
Moving forward, Diageo Beer Company USA will be increasing investment in the Smithwick's and Harp brands and also has a deep innovation pipeline for beer and flavored malt beverages. As part of the renewed focus on its total U.S. beer portfolio, the company announced collaborations and new products. These include:
- Partnering with renowned drinks architect Steve Grasse to create a planned new-to-world crafted hard soda line called Quaker City Malting Co.
- Launching a new Smirnoff Spiked Sparkling Seltzer line.
- Planning a collaboration with New York City celebrities Boomer Esiason and Craig Carton, hosts of New York's number one rated radio sports show, to create a new, limited release Smithwick's variant, to support a charitable partner.
More details about each of the new products will be available in the coming months. The name change will take effect within the coming weeks.
The company also has hired former Samsung and Procter & Gamble marketer Vince Hudson to be the new global brand director for Smirnoff vodka and senior VP for the brand in the U.S, succeeding Matt Bruhn.
Hudson spent 20 years with Procter & Gamble in several roles including vice president in the beauty care division.