Inventive Beer Styles Meet Celebrated Spirits Brands: Introducing Thump Keg™ Brewing Co.

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Feb 11, 2015, 09:03 ET

NORWALK, Conn., Feb. 11, 2015 /PRNewswire/ -- Some of the most enjoyable experiences in life come from combining two very different and unexpected things. Styles of music, flavors in food, trends in fashion – the list goes on. Now there's a beer brand that combines two seemingly contrasting ideas to provide something new and exciting, with the launch of new Thump Keg™ Brewing Co.

The beers brewed by Thump Keg™ Brewing Co. are unique beer styles created by using the same foundation ingredients as its collaboration partner spirits brands, resulting in distinctive, flavorful beers to be enjoyed responsibly. Although the Thump Keg line of beers does not contain distilled spirits, it is the use of the same "mash" bill or grain recipes from the spirits products that inspires each of the beers in the Thump Keg line. Thump Keg™ Brewing Co. brings high quality and great taste together with its first two beers: the Thump Keg™ Brewing Co. Rye IPA in collaboration with George Dickel Whisky and Thump Keg™ Brewing Co. Agave Amber Ale in collaboration with Peligroso Tequila.

"We were looking to create something that would celebrate the best flavors of beer and spirits, and I think our Thump Keg beers really do the trick," said Thump Keg™ Brewing Co. Ace of Brewers, Elizabeth Rhoades. "So much personality went into the brewing process and our selection of the spirits that formed the inspiration for Thump Keg™ Brewing Co. beers, and I think that will resonate with those adventurous enough to taste such a unique collaboration."

Whisky lovers will appreciate the Thump Keg™ Brewing Co. Rye IPA, inspired by George Dickel Whisky, since the brew uses the same underlying grains to create the mash bill for this Rye IPA as those used in George Dickel Rye Whisky mash. A subtle spice with bursts of vanilla and smoke are balanced with the citrus and pine notes of a hop forward IPA to suit any beer or whisky fan looking for something distinctive. The Thump Keg™ Brewing Co. Rye IPA is available in a 12 oz. bottle (6.2% ABV), 6-pack with a suggested retail price of $9.49. It is also available in 20L kegs.

Beer drinkers can embrace their adventurous side with the Thump Keg™ Brewing Co. Agave Amber Ale as this new beer takes its inspiration from Peligroso Tequila by using its signature blue agave. The agave and lemon grass flavor notes balance the flavor between malt and hops to create a crisp Amber Ale. Thump Keg™ Brewing Co. Agave Amber Ale is available in a 12 oz. bottle (5.8% ABV), 6-pack with a suggested retail price of $9.49. It is also available in 20L kegs.

"More than ever, adult beer and spirits drinkers are looking to try new and undiscovered experiences," said Thump Keg™ Brewing Co. Innovation & Brand Director Jody Samuels Ike. "This enthusiasm for exploration is what helped inspire a unique product that is a true collaboration between the flavors of spirits and beer. From different styles to new drinking rituals, Thump Keg™ Brewing Co. provides adult beer drinkers new ways to enjoy beer responsibly by blending the refreshing-tasting character of beer with the flavor complexity inspired by award-winning spirits."

The name Thump Keg™ Brewing Co. is a nod to the craftsmanship the beer takes from the experience of distillers who used to listen to the sound of mash thumping against the keg when distilling their spirits. Beer drinkers will start to see this unique name on shelves in select markets including: Nashville, Tenn.; Austin, Texas; and the New York metro area. The launch will be supported through digital and social, sampling and educational events, on and off-premise promotions and public relations.

Nothing ruins a good time like a bad decision; Thump Keg™ Brewing Co. reminds all adult consumers to enjoy responsibly. To learn more about Thump Keg™ Brewing Co, please visit ThumpKeg.com.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

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