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:
 
Scottish Distillery Claims to Make World's Strongest Gin

Scottish Distillery Claims to Make World's Strongest Gin

Twin Rivers Distillery released Naked Uncut, a 77% ABV gin, which claims to be the strongest gin in the world. ...read more ›

by Jessie Donofrio Feb 21, 2018
Dogfish Head Makes Beer Brewed With Mace

Dogfish Head Makes Beer Brewed With Mace

Yes, THAT mace, the stuff you have on your keychain in case something sketchy goes down, is the main ingredient in IN YOUR MACE! the newest creation f...read more ›

by Jessie Donofrio Feb 16, 2018
Boston's Harpoon Brewery Loses Super Bowl Bet to Philadelphia's Yards Brewing

Boston's Harpoon Brewery Loses Super Bowl Bet to Philadelphia's Yards Brewing

Last week, Philly's Yards Brewing Co. and Boston's Harpoon Brewery made a Super Bowl bet that if the Eagles we...read more ›

by Jessie Donofrio Feb 6, 2018
SPONSORED
Bud Light Keeps its Promise to Give Eagles Fans Free Beer

Bud Light Keeps its Promise to Give Eagles Fans Free Beer

Bud Light is making good on its promise to provide Philadelphians free beer after the team's heroic win over the New England Patriots in the Super Bow...read more ›

by Jessie Donofrio Feb 6, 2018
Despite Reports, Nobody in California Will Go to Jail Over Plastic Straws

Despite Reports, Nobody in California Will Go to Jail Over Plastic Straws

Over the last few days, there's been a lot of drama around California's alleged 'Straw Ban,' a bill, that woul...read more ›

by Alexander Frane Feb 1, 2018
Philadelphia's Yards Brewing Co. and Boston's Harpoon Brewery Have Made a Super Bowl Bet

Philadelphia's Yards Brewing Co. and Boston's Harpoon Brewery Have Made a Super Bowl Bet

Philly's Yard Brewing Co. and Boston's Harpoon Brewery are putting faith in their home teams by making a bet o...read more ›

by Jessie Donofrio Jan 30, 2018
Disneyland is Getting a Brewery

Disneyland is Getting a Brewery

Disneyland in California will open its own brewery in 2018 - the brewery itself will be a Ballast Point Brewery, and it will be located specifically i...read more ›

by The Drink Nation Jan 30, 2018
A World of Pure Inebriation Awaits You at this Willy Wonka-Themed Bar in NYC

A World of Pure Inebriation Awaits You at this Willy Wonka-Themed Bar in NYC

Willy Wonka's chocolate factory has its own pop-up at the LOCL in the Nylo Hotel of the Upper West Side....read more ›

by Alexander Frane Jan 30, 2018
Pennsylvania Bar Sells 'Tide Pod' Shot That Won't Kill You

Pennsylvania Bar Sells 'Tide Pod' Shot That Won't Kill You

The $4 shot is available at Molly's Irish Grille & Sports Pub in Bethlehem, PA and is layered with blue Curaco, Bailey's and vodka dyed orange....read more ›

by Jessie Donofrio Jan 24, 2018
Bacardi Picks Up Patron Tequila in a Massive Consolidation Deal

Bacardi Picks Up Patron Tequila in a Massive Consolidation Deal

Bacardi Limited, the makers of Bacardi Rum, announced it had acquired the makers of Patron Spirits in a deal valued at $5.1 billion, CBNC reports....read more ›

by Alexander Frane Jan 24, 2018
SPONSORED
View all Articles

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

Close