Diageo announced on August 5 that it is changing the name of its U.S. beer business from Diageo-Guinness USA (DGUSA) to Diageo Beer Company USA, to help best position its beer business for the future. It was decided that “the group’s name should convey Diageo’s brewing credentials and commitment to the broad category of premium beer.”

Beyond continued programs around its Guinness and Smirnoff Ice brands, the Diageo Beer Company USA says it will increase investment in the Smithwick’s and Harp brands, and in innovation for beer and flavored malt beverages such as partnering with renowned drinks architect Steve Grasse to create a new-to-world crafted hard soda line called Quaker City Malting Co. and launching a new Smirnoff Spiked Sparkling Seltzer line.