Diageo is betting big on its latest craft lager innovation with a seven-figure campaign investment for its Guinness branded Hop House 13.
The drink is the fourth release under Guinness' 'The Brewers Project', joining Guinness Dublin Porter, Guinness West Indies Porter and Guinness Golden Ale, and the new campaign will see the first TV ad air in Great Britain beginning this month.
Diageo said the push has been designed to drive awareness of the launch and highlight the "quality and craftsmanship" of Hop House 13. The film traces the journey of Hop House 13 Lager from its creation in the pilot brewery at St James Gate, Dublin, to celebrating peoples’ first sip of the drink.
The TV ad will be supported on YouTube and other social media platforms to position Hop House 13 as an accessible option for consumers looking to explore the growing beer category.
Stephen O’Kelly, marketing director, Guinness, said that consumer excitement for craft products has "brought a new energy" into the world of beer.
"The launch of Hop House 13 and our supporting campaign is positioned to help licensees maximise the opportunity and drive incremental sales as a result. The Guinness endorsement also enables licensees to tap into the strength of 256 years of brewing passion and heritage whilst making the most of a name that’s trusted by 94 per cent of consumers."
The campaign comes as brewing conglomerates look to tap in to the burgeoning craft beer industry, as sales of some traditional beer brands have fallen soft. However the trend has ruffled the feathers of independent brewers including BrewDog, which in December 2015 announced it would no longer sell independent rival Camden Town Brewery after it was bought by beer giant AB InBev in protest against the growing influence of the big brewers on the craft beer sector.