The brews blend fermented fruit alcohol, spirit and ginger or bourbon flavourings in two variants, Root Brew and Sour Mash Brew.
Diageo is targeting Jeremiah Weed at men as a summer alternative to beer.
Head of innovation commercialisation Ronak Mashru said: “Beer has a crucial share of the beers, wines and spirits category but it is seeing slow growth, creating an opportunity for new product development.
“We wanted to deliver a distinctively different product, best served over ice in a jam jar glass to target the demand for interesting alternatives and ultimately capture a new audience.”
The launch will be supported with a multi-channel through-the-line advertising campaign, as well as sampling at festivals and outdoor events.