Diageo has announced it’s delisting Hop House 13 in the UK in all supermarkets, pubs, bars and convenience stores.
Hop House 13 was launched in 2015 following a successful trial in Ireland and aimed to help retailers target premium lager drinkers who were looking for an enhanced taste that lager offers.
Jai Singh, of MJ’s Go Local in Sheffield, said of the decision: “Hop House 13 was a good product for customers to try if they’re used to lager but wanted to transition to craft beer. We’re surprised by Diageo’s decision to delist the line as it’s popular in our store, and there isn’t anything on the market that quite compares.
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A Diageo spokesperson commented: “We have recently undertaken a review of our beer range and have taken the strategic decision to prioritise the main Guinness trademark in Great Britain and delist Hop House 13 lager.
“It has been a difficult decision to make, but one that we believe is right for Guinness in the long-term. We have exciting plans on Guinness over the next 12 months, including a brand-new campaign as we welcome consumers back to the pub and our continued sponsorship of the Six Nations Rugby Championship.”
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