Guinness is the most popular Irish stout which originated in St. James’ gate in Dublin in 1759. Arthur Guinness is the man behind the product and now has a day named in his honour. On the 24th of September Arthurs day happens all over Ireland where a special promotion of the drink with big music events happening early evening in most pubs around Ireland. Guinness is available in over 100 countries and brewed in 50. Sponsorship enables Guinness to enhance brand value by associating its name with high profile events. Guinness was the very first sponsor of the All Ireland Hurling Championship which began in 1995 and is still present in 2010. Sponsorship is just one part of a marketing strategy. The marketing mix are defined as Product, Price, Place and Promotion.
Guinness is the most successful beer brands in Ireland. In spite of recent decline in consumption in recent years, Guinness Ireland still makes €2 billion annually.
The key ingredients of Guinness are roasted malted barley, hops, yeast and water. The water used in the brewing in Guinness comes from the Wicklow Mountains.
Guinness draught is served using the famous two part pour. First you start with a clean dry glass, and then you pour the Guinness draught into the glass which is tilted at 45 degrees until its three quarters full. Allow the surge to settle before filling the glass completely to the top.
Guinness knows through their market research that their target market is for men over the age of 18 so therefore Guinness sponsor a lot of major sporting events.
Guinness is sold in Draught, Cans and Bottles with an alcohol content of 4.3%.
Guinness from a Can
Guinness from a Bottle
It is important to set prices at the correct level so customers are persuaded to buy. Guinness products are priced to take production costs into account. Guinness also has to allow a margin for profit and also compete with other alcoholic drinks from...