Guinness is going to discontinue its craft brand Hop House 13 in the UK, a spokeswoman of Diageo confirmed on Thursday. The brand will still be available in Ireland, Northern Ireland and other markets.
Hop House 13, a double-hopped lager brewed with barley, Guinness yeast, Australian Galaxy and Topaz hops, and American Mosaic hops was initially launched in Ireland in 2015 in a bid to cash in on the craft beer boom. Initially, the brand performed well and was soon also launched in other markets including the UK, where it became one of the fastest-growing beer brands.
However, during the pandemic the brand suffered a lot and after a review of its beer portfolio Guinness has now “taken the strategic decision to prioritize the main Guinness trademark in Great Britain”, according to Diageo.
“We have exciting plans on Guinness over the next 12 months, including a brand new campaign as we welcome consumers back to the pub, our continued sponsorship of the Six Nations Rugby Championship, and our £30m Raising the Bar initiative to support the hospitality industry during the Covid-19 pandemic,” the company’s spokeswoman said.