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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

Sales Manager – London On-Trade

Bancroft Wines
London, UK

Customer Service & Sales Support Executive

Jascots Wine Merchants
London, UK

Market Insight Analyst

Conviviality PLC
London, UK

Technical Manager

Enotria&Coe
Park Royal, London, GB

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

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.

Click to view more