Guinness case study: utilizing a major anniversary to reinvigorate a brand

Published by: Datamonitor

Published: Oct. 2, 2009 - 35 Pages

Table of Contents

Datamonitor View

CATALYST

SUMMARY

ANALYSIS

The ales, stouts & bitters category has longstanding appeal in Europe, but falling growth has prompted new launches

The category is substantial but suffers from falling growth in many markets

Ireland and the UK are the largest regions for the category in terms of expenditure per capita

Manufacturers are attempting to invigorate growth through new launches

Guinness is utilizing its 250th anniversary to boost brand sales and overcome poor market conditions

The company has recently emerged from a spate of poor sales caused by smoking bans and stiff competition from other Irish brands

Guinness' strongest markets are the UK, Nigeria and Ireland, countries where stout has a long tradition of consumption

Guinness has been successful in undertaking 'event advertising' on TV, and has increasingly used other digital formats to market its brand to new generations

Guinness' future growth is focused on potential high-growth emerging markets in Asia where the brand's heritage status is less well known

Conclusions

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Leading global countries for ales, stouts & bitters by value ($m), 2003-13

Table 2: Leading global countries for ales, stout & bitters by expenditure per capita ($m), 2008

List of Figures

Figure 1: Launches of new products in the sector have been strong in the past few years

Figure 2: New products in the ales, stouts and bitters sector have featured innovative elements to enhance demand

Figure 3: The Guinness name has been used on new food launches as well as conventional stout products

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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