British multinational alcoholic beverage company Diageo says it will change the name of its U.S. beer business to more accurately reflect its commitment to the whole premium beer category.
Moving forward, the company will be known as Diageo Beer Company USA instead of the previous name, Diageo-Guinness USA. “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,” says Tom Day, president, Diageo Beer Company USA.
In recent years the company has tried to rework the iconic Guinness brand in the U.S. to become less known for one beer and embraced as a brewer — one that offers a wide variety of beers that suit different tastes and occasions. The company is also ensuring its other major American brand, Smirnoff Ice, has the right offerings for today’s consumers. New extensions like Smirnoff Ice Electric Flavors, as well as the higher ABV Smirnoff Ice Spiked line, along with new seasonal flavors and refreshed packaging are all contributing to the brand’s continued success.
The company will also be increasing its investment in the Smithwick’s and Harp brands while creating a new craft hard soda line and launching a Smirnoff Spiked Sparking Seltzer brand of beverages.