Diageo Evidently Looking to Revive Hard Soda with New “Stoop Dayz”

April 18, 2025 – London-based international brewer Diageo appears to be dipping its toes into the world of hard soda, as filings with the U.S. federal government show. Recent certificates of label approval were granted to the company for three beverages under the name “Stoop Dayz,” with a throwback 90’s cartoon font on a simple white background.

The makers of Guinness also recently registered a trademark for the name with the USPTO, and filed a DBA for the name “Stoop Dayz Company,” based out of the Plainfield, Illinois brewery they built 4 years ago.

Stoop Dayz comes in three soda flavors: Root Beer, Grape, and Orange. The introduction into the hard soda space comes after the rise and fall of competitor Not Your Fathers, which quickly rose to success after being acquired by Pabst Brewing in 2015 before peaking in sales in 2018. Since then, interest in the style has fallen significantly, as the popularity of hard seltzers like Truly and White Claw took over the space.

Diageo seems to be betting that the pendulum will swing in the other direction. They’re joined by other new entrants like Nemo’s Nutcrackers by Arizona Iced Tea owner Hornell Brewing. That brand, released last year, follows a similar high-sugar, faux-graffiti aesthetic reminiscent of the New York City homemade beverages on which they’re based.