I have nothing against the idea of brand extension on the face of it. You make one type of pie and it’s a good pie, then make another flavor or do another pastry. Same goes with beer. You make a great stout, you should be able to also brew a black lager if you want to. Or even an Irish conglomerate spin on an American water lager.
Where brand extension goes awry is the “Why?’. Are you doing it challenge yourself? Cool. Is it a style that complements your current offerings. Again, cool. Is it a stylistic one-off or seasonal? Brew on then.
But when you are doing it because your “growth” is slowing or because the “market” demands it then consumers (and especially craft beer people) quickly see through it as a ploy and nothing more. And to a certain extent, that is also fine if you are making a good beer for the wrong reason. The reason being a mere grab at the wallet with NEW!
But what is sad is that there is a huge missed opportunity here. Guinness could have done a peat smoked barley Irish rauchbier. Or something else that utilizes a local ingredient or theme. Instead they are doing a lowest common denominator “American” lager? As if that is needed. Quality Kolsch we need. Quality Pilsner we need. Quality blonde ales we need. But a (presumably) adjunct heavy light lager? I think that not-so-prized category is covered.
