THE DRINK NATION IS A FREE RESOURCE FOR FINDING EVERYTHING AWESOME ABOUT DRINKING IN YOUR LOCATION

Diageo to Add Craft Beer to Repertoire

by Ryan Hudak on Feb 13, 2015 in Beer
Diageo to Add Craft Beer to Repertoire

Diageo, a major producer of beer (Guinness, Harp, Red Stripe, Smithwick’s) and the world’s largest producer of spirits (with a list that probably makes up 80% of your local liquor store shelves), has decided to take a foray into craft beer with the new brewery, Thump Keg Brewing Co. It should be no secret that their macro brands are losing sales (as are all macros), and so the obvious next step would be to try out what is selling.
 
Unlike other alcohol mogul InBev, however, Diageo is actually starting from scratch—well, as ‘scratch’ as a multi-billion-dollar international company can. They are building Thump Keg from the ground up, and are actually using an interesting approach to the beers they’ll make. Each beer in the Thump Keg line will use the same grain recipe or mash bill as a popular distilled spirit from the Diageo line. For example, one of the flagship offerings, Thump Keg Rye IPA, is brewed using the same ingredients as the George Dickel Whiskey mash, and the Thump Keg Agave Amber Ale is brewed using the same blue agave as Diageo’s Peligroso Tequila.
 
Whether having such a large company in the craft beer scene will make any kind of splash—or even any kind of good beer—remains to be seen. The advertising dollars they can pump into something like this may seem infinite compared to your local start-up nanobrewery, but at least Diageo is trying. They wanted to get into craft beer, so they started a brewery and came up with some ideas of their own. They didn’t just buy an established craft brewery and say, “Hey, now we make craft beer.” So while quality remains to be seen, kudos are in order for the way they’re doing it.

And if you’re still skeptical, just imagine the barrel aging program they could have...

Photo via Thump Keg Brewing Co.


Tags: Beer
Recent Articles

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
A Washington Distillery Makes Pickle Vodka and We're Into It

A Washington Distillery Makes Pickle Vodka and We're Into It

Blue Spirits Distilling has created a 120-proof, pickle flavored vodka that is just begging to be poured into your next Bloody Mary....read more ›

by Jessie Donofrio Sep 12, 2017
You Can Now Drink Red Wine Out of a Forty, Just in Time for Fall

You Can Now Drink Red Wine Out of a Forty, Just in Time for Fall

If you're mourning the end of rose-in-a-forty season, don't worry: Forty Ounce Wines is now producing its first red wine in a forty, just in time for ...read more ›

by The Drink Nation Sep 11, 2017
Lagunitas Brewing Co. Has Launched a Cannabis Beer

Lagunitas Brewing Co. Has Launched a Cannabis Beer

Working with CannaCraft Inc., a cannabis-extract manufacturing facility in nearby Santa Rosa, Lagunitas created the SuperCritical Ale, flavored with t...read more ›

by Alexander Frane Sep 6, 2017
SPONSORED
Carnival Cruise Lines has Opened the First Brewery at Sea

Carnival Cruise Lines has Opened the First Brewery at Sea

The Miami-based Carnival Cruise Lines has hopped aboard the microbrewing trend with the founding of RedFrog Brewery, the first ever craft brewery on a...read more ›

by Jessie Donofrio Sep 6, 2017
Things No One Asked For: The Guzzle Buddy Beer Bottle Glass

Things No One Asked For: The Guzzle Buddy Beer Bottle Glass

One company is making glasses you can screw right into the top of your beer bottle....read more ›

by Ryan Hudak Sep 6, 2017
Thieves Have Stolen $300,000 Worth of Wine from Paris Catacombs

Thieves Have Stolen $300,000 Worth of Wine from Paris Catacombs

Thieves invaded the Parisian catacombs to drill into a private cellar and steal 300 bottles of Grand Cru wine, the total value nearing $300,000....read more ›

by Alexander Frane Sep 6, 2017
Target is Introducing a Line of $5 Wines

Target is Introducing a Line of $5 Wines

Watch out, Two-Buck Chuck - Target is introducing its own line of wine, each of which will cost just $5. ...read more ›

by Drink Philly Aug 29, 2017
Feel Like a Kid Again With These Rose Wine Pouches

Feel Like a Kid Again With These Rose Wine Pouches

Between froze, rose drive-thrus, rose infused gin and tequila, and rose forties, the rose trend isn't stopping any time soon — and that time is defi...read more ›

by Jessie Donofrio Aug 29, 2017
Anheuser-Busch Shuts Down Beer Production & Gives Away Water for Houston Hurricane Relief Efforts

Anheuser-Busch Shuts Down Beer Production & Gives Away Water for Houston Hurricane Relief Efforts

Anheuser-Busch, brewer of Budweiser, has shut down its Cartersville, GA, operations temporarily, halting beer ...read more ›

by Alexander Frane Aug 29, 2017
The Rose Craze Continues with Rose Tequila

The Rose Craze Continues with Rose Tequila

2017 has been all about the rose, even more than the last few years. Whether it's drinking it from a 40, ordering it from a drive-thru, or eating it i...read more ›

by Alexander Frane Aug 22, 2017
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close