After studying Americans very closely, the Irish have apparently decided that in order to fit in around the beer cooler, you’ve gotta go blonde. Whether or not that’s actually true (it isn’t), Guinness is now offering a new blonde “American Lager” in the states, presumably after meetings its stylist and getting convinced a big change is just what it needs.

The lighter (in hue) beer is made using a combination of Guinness yeast and American ingredients in Latrobe, Pa. reports CNNMoney.

The resulting brew will be 80% lighter, colorwise, than the original Guinness Draught. It goes on sale later this month as part of the “Guinness Discovery Series,” which aims to mesh the old brewing ways of Europe with new techniques.

Earlier this summer, Tom Looney, President, Diageo Guinness USA told Shanken News Daily in an interview that the blonde effort is the result of its experiment with Black Lager. The yin and the yang, if you will.

“Our experience with Guinness Black Lager taught us a lot,” Looney explained. “We learned that consumers are receptive to a new Guinness offering, but want us to go further. So we’ve created a blonde lager.”

Guinness goes blonde for U.S. market [CNNMoney]

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