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Diageo Beer Co has been one of the biggest bright spots in the US beer biz this yr and the only top 10 supplier to grow volume thru 1st half of 2025. DBC USA volume rose more than 2% YTD thru Jun 2025 with revenue up nearly 5% (including certain spirits-based RTD products), financial reports suggest. Fresh off its Golden Bars distrib meeting, Diageo Beer Co expressed appreciation to the network "coming off such a strong year," snagging 1200 net new tap handles for Guinness, debuting the "strongest" FMB innovation in Captain Morgan Sliced, and more recently posting a "really strong" window of growth for Smirnoff Ice thru new packages, prexy of DBC & Pre Mix Laura Merritt told INSIGHTS. Co is "committed" to "continue" being a "bright spot" in the US beer biz and beyond, she underscored, expecting "another big year." The "big message" to distribs: "capitalize on the success of both" Smirnoff Ice and Guinness year-round. Smirnoff Ice remains the "biggest brand in our portfolio" and co's been able to leverage Sunny Days variety pk with trendy nostalgia flavors as well as the 200ml "shorties" packs to "really pick up" trends, Laura noted. Indeed, Smirnoff family $$ grew 5% with volume up 2.5% for 12 wks thru Jul 13 in Circana multi-outlet + convenience data, including big growth surrounding July 4 holiday. Guinness growth is much more driven by on premise trends in major metro areas, with overall trend still rockin' up double digits in each of its top 10 markets and "really healthy nationally," said Laura. At a time when draft beer industry-wide remains more challenged, Guinness draft is growing in "all major DMAs across the entire country" except just one that's flattish. Co's also looking to sustain Captain Morgan Sliced FMBs and retool Lone River within a tighter footprint going forward. And it's putting new R&D innovation center to work, testing 3 different pre-mix RTD concepts in select mkts this yr with hopes to catch on and scale up in time."Pouring Gas on the Fire" with "Bigger and Better" Initiatives "Because the strategy is working," DBC's "not changing course&hellip;just pouring gas on the fire" this year, said Laura. That's "exactly what you're going to see from us this year," a "continuation of our strategy" with "bigger and better" marketing like new Premier League partnership, along with "continued refinement." Soccer is "a great fit for us" with Guinness and Premier League tie-ins will carry over into upcoming big year for soccer in US with World Cup 2026. Co's "expecting another big year" outta Guinness 0, turning on "specific advertising" now that it's caught up on supply. NA beer from Ireland (virtually all Guinness 0) grew 29% to 23K bbls YTD thru Jun, per US Dept of Commerce data. More broadly, Guinness Lovely Day campaign continues to resonate while showcasing "breadth of who loves this brand," from rollerskating dads to ice fisherman competitions, brass bands in Louisiana, rodeo fans and more. Marketing dollars "flow close to point of sale" with lotsa moves "at point of sale" like recent Guinness Van Leeuwen ice cream collab that quickly went outta stock this yr and will get Guinness an "entire other display" in the ice cream aisle next summer, aiming to "expand the pie" for retailers and distribs.For Smirnoff Ice, shorties are "the number one format I'm excited about," Laura explained, with placements in a "different part of the store" that's "highly impulsive" for shoppers adding incremental oppys. Co's adding 2 new flavors of shorties, bringing total to 4, while nurturing core with canned variety pks, lookin' to score another hit like Sunny Days this yr. Then too, while Lone River remains a soft spot nationally, down double digits, the natl data doesn't tell the full story, Laura insisted, since co chose to refocus efforts toward core mkts like TX, KY and "a bunch of southern markets" where the brand is "really gaining share." It's also performing well in the natural food channel in chains like Whole Foods, she added. Captain Morgan Sliced is still up for the year but down in recent periods cycling last yr's launch. It's lookin' at an "interesting" Halloween initiative to spark more excitement around that brand.Malt-Based Stoop Dayz Hard Soda in Cincy/Kroger; Agave-Based Casa Famosa Agua Fresca in TX; Rum-Based Tiny Island in FL After debuting Pre-Mix incubator last year, Diageo Beer Co's putting it to work in 2025 with 3 different Pre-Mix brands testing in select mkts. Malt-based Stoop Dayz hard soda launched in Cincy/northern KY with Kroger "really leaned in" on that one, Laura noted. Variety pk is listed on Kroger's website featuring "bold, familiar flavors," orange, cherry, root beer and grape, with each clocking in at 4.5% ABV per 12oz can. Casa Famosa is a non-carbonated agave-based spirits RTD testing in TX. This is labelled as a hard agua fresca at 4.5% ABV with "agave spirit with real juice," "all flavor no fizz" and "con agave de Mexico" touted on each of the 4 flavors approved by TTB - watermelon, mango, strawberry and pineapple. Tiny Island is a rum-based, non-carbonated RTD at stronger 10% ABV with Mojito, Daiquiri, Hurricane and Mai Tai flavors. Co's "testing and learning" to bulk up its Pre-Mix portfolio, looking to "take what works and look to scale it" and "grab a larger slice of that [Pre-Mix] pie."

Diageo Beer Co USA Vows to Remain a "Bright Spot"; +2% Thru Jun; Staying the Course & Fueling the Fire; Testing 3 RTDs

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