Guinness targets US with blonde lager

5th August, 2014 by Lauren Eads

Guinness will attempt to capture the hearts of US beer drinkers by releasing a blonde American lager this year.

0804_guinness_lager_inline01_315

Guinness’ parent company Diageo has teamed up with City Brewing Company in Pennsylvania to craft the brew, made with Mosaic and Willamette American hops, in a bid to counteract declining sales of its flagship Irish Stout.

According to Business Week, north American sales of the dark brew fell by 6% in 2013, following a 2% decline a year earlier.

Its new lager will be released as part of the Irish brewer’s “Discovery Series” which will feature a range of beer styles marketed under the Guinness name, the first of which will be its Blonde American Lager.

The beer has been described by Doug Campbell, director of Diageo’s beer business, as a hoppy lager with a hint of “biscuity” flavour.

The brewer’s last attempt at capturing the US market was in 1988 when it launched Guinness Gold, which failed to catch on and was discontinued in 1993.

More recently the brewer released its Black Lager in 2011 which Tom Looney, president of Diageo Guinness US, has admitted is “not as big as we’d hoped”.

Guinness Blonde Ale is set to launch in October and will be brewed by City Brewing in Latrobe, Pennsylvania, using a Guinness yeast from Dublin.

Two discovery beers are expected to be released each year with the blonde lager expected to be a permanent addition, however others may be released as limited editions.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Editorial Assistant

Wine List Confidential
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more