The first beer, which was launched last week, is Namibian beer Windhoek, and joins the market-leading stout in Diageo’s range.
The brand will be supported by a £700,000 marketing investment, which will include cinema tie-ins and outdoor posters around London and the south east.
The 4% abv lager marks the first foray into world beers for Diageo GB, whick is hoping to cash in on consumers’ changing tastes.
Richard Barlow, marketing manager for packaged beverages, said: “The world beer market is worth £243 million in the off-trade and we have distribution rights for 17 beers around the world, including Red Stripe, Tusker, Kilkenny and Smethwick’s.
“Our plan is to build a portfolio?of more than three beers in the next two to three years.”?Talking about Windhoek, Barlow said: “Africa is really under-represented – there are no major beer brands well distributed in the UK. The World Cup is a hook but our ambition is to grow the brand for the long term.”.