Diageo is launching a seven-figure promotional campaign investment for its Hop House 13 beer, which is the fourth release under Guinness’s ‘The Brewers Project’, joining Guinness Dublin Porter, Guinness West Indies Porter and Guinness Golden Ale.

As part of the campaign, TV ads will be aired in Great Britain, starting this month.

Diageo was quoted by thedrum.com as saying that the campaign is intended to boost awareness of the quality and craftsmanship of the new drink.

“Consumer excitement for products created with craftsmanship and character has brought a new energy into the world of beer.”

The TV campaign highlights the journey of Hop House 13 Lager from its creation in a brewery at St James Gate, Dublin, to people enjoying their first sip.

The TV advertisement will be supported by promotions on YouTube, as well as other social media channels.

Guinness marketing director Sephen O’Kelly was quoted by thegrocer.co.uk as stating: "Consumer excitement for products created with craftsmanship and character has brought a new energy into the world of beer.

"The launch of Hop House 13 and our supporting campaign is positioned to help licensees maximise the opportunity and drive incremental sales as a result."

With the promotional push, the firm is attempting to tap growth in the craft beer industry.