Irish Import Guinness Goes American With 'Discovery Series'
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While it will be perpetually linked to Ireland, Guinness is now brewed locally in more than 40 countries across the globe, from Nigeria to Australia. In the U.S., however, the Diageo-owned brand continues to import almost all of the brew from Dublin, with the exception of a version called Extra Stout, which is shipped in from Canada.
But beginning in September, the Irish brew will get just a little bit more American. A new program called the “Discovery Series” will feature a range of U.S.-made beers using various styles that will be marketed under the Guinness megabrand.
The first brew out of the gate is called Guinness Blonde American Lager, which will be supported by a national TV campaign from BBDO. A print ad that recently ran in Playboy magazine teased the upcoming launch by boasting that “the most talked about American blonde in years will come from a most unexpected source.”
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