Diageo is set to change the name of its US beer business from Diageo-Guinness USA (DGUSA) to Diageo Beer Company USA. 

The name change will take effect in the coming weeks. This move comes after a months-long strategy to best position Diageo's US beer business for the future.

The firm decided that its name should be able to convey the brewing credentials and commitment to the wide category of premium beer.

Diageo Beer Company USA president said: “Diageo Beer Company USA will be a forward-thinking premium beer company, rooted in our brewing heritage and focused on brands, customers and consumers.

"Diageo Beer Company USA will be a forward-thinking premium beer company."

“While Guinness will of course continue to play an essential role in our beer portfolio, the new Diageo Beer Company USA name will help highlight the contributions and potential of our other great brands like Smirnoff Ice, Smithwick's and Harp.

“We have confidence in the position of our two largest brands and are excited for what's to come over the next year," continued Day.

“This change truly represents a culture and mindset shift for Diageo's US beer business.”

In the last few years, the firm has been investing in Guinness and Smirnoff Ice, the two largest brands that comprise the majority of the DGUSA business. 

The Guinness brand was repositioned as a brewer, with a wide offering of beers to suit various occasions. 

Smirnoff Ice has introduced several flavours and lines, such as Smirnoff Ice Electric Flavors, Smirnoff Ice Spiked line, along with refreshed packaging.

Day added: "We have confidence in the position of our two largest brands and are excited for what's to come over the next year.

"This change truly represents a culture and mindset shift for Diageo's US beer business."

In the future, Diageo Beer Company USA plans to increase investment in the Smithwick's and Harp brands.