Diageo Rebrands U.S. Beer Business with Name Change

Diageo Beer Rebrand

The group’s new name will convey the brewing credentials of Diageo label and its commitment to the broad category of premium beer.

Diageo is changing the name of its U.S. beer business from Diageo-Guinness USA to Diageo Beer Company USA.  After months of strategy work, it was decided that its name should convey the brand’s brewing credentials and commitment to the broad category of premium beer.

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 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 during a night out. The priority for Smirnoff Ice has been to ensure that the brand has the right offerings for today’s consumers.

Extensions like Smirnoff Ice Electric Flavors as well as the Smirnoff Ice Spiked line, along with new seasonal flavours and refreshed packaging are all contributing to Smirnoff Ice’s continued success. Moving forward, the marque will be increasing investment in the Smithwick’s and Harp brands.

Diageo Beer Company USA also has a deep innovation pipeline for beer and flavoured malt beverages. As part of the renewed focus on its total American beer portfolio, the beverage alcohol giant has unveiled several inspired collaborations and exceptional new products.

The tie-ups include partnering with drinks architect, Steve Grasse, to create a planned new-to-world crafted hard soda line called Quaker City Malting; launching a new Smirnoff Spiked Sparkling Seltzer line; and planning a venture with New York City’s Boomer Esiason and Craig Carton.

The two are hosts of the city’s top-rated radio sports show. The alliance with focus on creating a limited-release Smithwick’s variant to support a charitable partner. More details about said products will be released in the months ahead. The name change will take effect within the coming weeks.

“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.