Guinness Marketing Mix

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  • Topic: Beer, Guinness, Brewing
  • Pages : 3 (914 words )
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  • Published : October 8, 2012
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GUINNESS® Current Marketing Mix
GUINNESS® currently markets four alcoholic beverages: the original GUINNESS® Extra Stout, GUINNESS® Draught, GUINNESS® Foreign Extra Stout, and GUINNESS® Black Lager. GUINNESS® is made from stout malt, hops, yeast and water. The original brew is defined by its unmistakable deep-dark color, the crisp hint of roasted barley, the fresh breeze of hops, and a refreshing bite. It is characterized by a creamy smooth nose with subtle fermentation fruitiness (banana/pear) and a background roast character (roast barley). The balanced taste of bitter and sweet leads to a dry finish. GUINNESS® Draught is now available in a can or bottle to be enjoyed outside the pub. The ‘widget’ dispense system and the wider mouth of the can variety creates a reduction in pressure when the can is opened to allow a small amount of beer and nitrogen trapped in the widget to be forced out through the beer creating the surge and the famous creamy head that you find on a pint of GUINNESS® Draught served in a pub. GUINNESS® Draught in a Bottle can be drunk straight from the bottle and does not have to be poured. The signature GUINNESS® Draught experience is activated every time you tilt the bottle to drink; the nitrogen contained in the new gas mix is released by the tilting action, which is why it is best enjoyed straight from the bottle. The continuous surge inside the bottle creates a fresh head each time so there is no need for a glass. GUINNESS® Foreign Extra Stout is brewed with generous hops for global export and roasted barley for a bittersweet balance and full-flavored, natural bite. The newest addition to the GUINNESS ® family is the Black Lager, which is cold-brewed with roasted barley. It has the refreshing taste of lager, locked in by the tailored amber GUINNESS® bottle. The contemporary packaging design combines premium, detailed silver and blue color. All packaging displays the hallmark symbols of Guinness’ brewing provenance...
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