Amid declining consumption of premium spirits in the U.S. and Europe, brewers around the world are leaving no stone unturned to attract traffic to their stores and boost sales. Likewise, U.K.-based brewer Diageo plc (DEO) has also undertaken several strategic initiatives to maintain the top line at a decent level, after witnessing sluggish revenue due to volume declines in its key markets in the past couple of years.
Recently, Diageo introduced an amber ale variation under the beer category called Guinness The 1759. It is an ultra-premium beer brewed with traditional beer malt and superior-quality peated whisky malt with a rich butterscotch aroma and a fruity sweetness.
The new amber ale variation, limited-edition beer will be available in select bars as well as online at www.reservebars.com starting from late-October. Only 90,000 bottles each of 25.4 oz. have been brewed and will be offered at a suggested retail price of $34.99.
Like Diageo, innovation has always been an important growth strategy for brewers like Molson Coors Brewing Company (TAP), Constellation Brands Inc. (STZ) and Anheuser-Busch InBev SA/NV (BUD).
Earlier this month, Diageo introduced a sour variation in the vodka category called SMIRNOFF Sours. Back in June, Diageo announced a third variant of Orphan Barrel — the Rhetoric Whiskey. It is limited edition craft bourbon, which will be released over the years after the completion of the ageing process. The 20-year old variant is scheduled to release this year, while the 21-year old variant will come up in the next. Older variants will be released gradually.
Diageo, owner of brands such as Johnnie Walker, Smirnoff and Guinness, has also been exploring opportunities to expand geographically through acquisitions. The introduction of new products will boost the company’s top line in the near future.
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