Diageo GB extends into world beer
Diageo GB is planning to extend its beer portfolio beyond Guinness.
The first beer, which was launched last week, is Namibian beer Windhoek, and joins the market-leading stout in Diageo’s range.
The brand will be supported by a £700,000 marketing investment, which will include cinema tie-ins and outdoor posters around London and the south east.
The 4% abv lager marks the first foray into world beers for Diageo GB, whick is hoping to cash in on consumers’ changing tastes.
Richard Barlow, marketing manager for packaged beverages, said: “The world beer market is worth £243 million in the off-trade and we have distribution rights for 17 beers around the world, including Red Stripe, Tusker, Kilkenny and Smethwick’s.
“Our plan is to build a portfolio?of more than three beers in the next two to three years.”?Talking about Windhoek, Barlow said: “Africa is really under-represented – there are no major beer brands well distributed in the UK. The World Cup is a hook but our ambition is to grow the brand for the long term.”.