Diageo pumps big bucks into Hop House 13 marketing campaign

Hop House 13 was launched by Diageo in 2015 to target premium lager drinkers and was the fourth beer from the Brewers Project, joining Dublin Porter, Guinness West Indies Porter and Guinness Golden Pale Ale.

Following Hop House 13's launch in Ireland last year, it is now available on draught in more than 1,000 high-end on-trade businesses, including Greene King, Stonegate and Novus Leisure outlets. It is also widely available in the on-trade.

Craftsmanship​

Diageo will use its marketing campaign to showcase the craftsmanship of the brand, with the first advert running for five weeks later this year.

The ad will trace the journey of Hop House 13 from its creation in the St James Gate, Dublin, brewery, to customers' first tastes.

A YouTube ad will also launch around the same time and social media activity will support the campaign.

Stephen O'Kelly, marketing director at Guinness, said: "Consumer excitement for products created with craftsmanship and character 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 to drive incremental sales as a result.

Passion and heritage​

"The Guinness endorsement also enables licenses to tap into the strength of 256 years of brewing passion and heritage."

At the time of the launch in Ireland​ Nick Curtis-Davis, head of innovation for Guinness, said: "The new lager is set to inspire consumers to broaden their beer repertoires and, ultimately, drive incremental sales into the category."