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

This case study on Guinness forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the Irish stout brand has coped with the threats to the beer market and has made concerted efforts to promote itself through varoius marketing initiatives in its 250th anniversary year.

• 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

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

Related research categories

By company: Guinness