Spirit Cruises Summer 2019 Leaderboard

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
spacer

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:
 
Local Winery Spotlight: Vox Vineti Wines

Local Winery Spotlight: Vox Vineti Wines

Ed Lazzerini says his goal is clear - to make world class wine in Pennsylvania. From the taste of it, he is well on his way. ...read more ›

by Drink Philly Nov 21, 2020
Best Bars for Outdoor Drinking in Philadelphia, 2019

Best Bars for Outdoor Drinking in Philadelphia, 2019

Whether it's to enjoy the first warm breezes of spring or the unexpected sunshine of a crisp day in fall, Philadelphia is full of great places to drin...read more ›

by Drink Philly Apr 11, 2019
The History of The Boulevardier Cocktail - and How You Can Make it at Home

The History of The Boulevardier Cocktail - and How You Can Make it at Home

In this history segment, we take a closer look at a classic cocktail: The Boulevardier....read more ›

by The Drink Nation Nov 2, 2020
SPONSORED
The Best Cocktail Bars in Philadelphia

The Best Cocktail Bars in Philadelphia

Here it is - the definitive list of Philadelphia's best cocktail bars....read more ›

by Drink Philly Dec 13, 2017
PA Voter Project Seeks to Pay Unemployed Restaurant Workers to Work Election Polls

PA Voter Project Seeks to Pay Unemployed Restaurant Workers to Work Election Polls

Power the Polls PA is looking for unemployed restaurant workers to work the polls and will pay for their time....read more ›

by Drink Philly Sep 16, 2020
You Can Now Get Cocktails To-Go in Center City Philadelphia

You Can Now Get Cocktails To-Go in Center City Philadelphia

Restaurants throughout the Center City limits are offering pre-made cocktails in special take out containers...read more ›

by Drink Philly Jul 18, 2020
Cocktails to Go in Bars & Restaurants Legalized in PA During Lockdown: Here's Where to Get Them in Philadelphia

Cocktails to Go in Bars & Restaurants Legalized in PA During Lockdown: Here's Where to Get Them in Philadelphia

Bars & restaurants in PA can now sell cocktails-to-go. Here's where to find them in Philadelphia...read more ›

by Drink Philly May 21, 2020
Relief for the Bar, Restaurant, & Hospitality Industry in Philadelphia

Relief for the Bar, Restaurant, & Hospitality Industry in Philadelphia

Right now the hospitality industry is—to put it lightly—struggling. We created a resource directory for an...read more ›

by Jessie Donofrio Mar 20, 2020
Where to Host a Private Event in Philadelphia

Where to Host a Private Event in Philadelphia

Whether it's for the holidays or you have a special birthday coming up, Philadelphia has some amazing options when it comes to event spaces. ...read more ›

by Drink Philly Nov 26, 2018
Where to Find Beer, Wine, & Liquor To Go in Philadelphia During the Pandemic

Where to Find Beer, Wine, & Liquor To Go in Philadelphia During the Pandemic

Bars and restaurants are officially closed (and offering take-out and delivery only), so your favorite bartend...read more ›

by Drink Philly Mar 18, 2020
SPONSORED
View all Articles

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

Close