Guinness is the best-selling alcoholic drink of all the time in Ireland, where it makes almost 2 billion € annually.
Guinness is one of the most successful beer brands in the world, being exported worldwide. The thick creamy head is the result of the beer being mixed with nitrogen when being served.
Before to continue, we will give you a brief story of the brand:
ArthurGuinness has bought his brewery in Dublin in 1759.
10 years after, the first shipment of six-and-a-half barrels of GUINNESS beer leaves Dublin on a sailing vessel bound for England.
In the 1830’s, output at the St. James’s Gate brewery exceeds that of Beamish in Cork. (Mettre une carte pour illustrer)
The GUINNESS beer label is introduced in 1862: it represent a buff oval with the harp andArthur Guinness’s signature. In 1876, the Harp is registred as a trademark.
In the 1870’s, 10% of GUINNESS beers are sold overseas.
In 1914, just before the First World War, brewery output is almost 3 million barrels.
In 1988, the first “widget” beer, GUINNESS Draught in cans, is launched. 3 years later, it wins the Queen’s Award for technological achievment.
In 2001,almost 2 billion pints of GUINNESS a year were sold around the world and over 1 million pints a day in Great Britain alone!!
I – GUINNESS brand marketing, the Storehouse:
What is the secret of GUINNESS to refresh a 243-year-old brand?
They brew a modern experience that combines the power of history with the allure of contemporary desing. With the St. James Gate, they wanted to build morethan just a shrine to stout.
So, they wanted to use an ultramodern facility to breathe life into an aging brand, to reconnect an old compagny with young (and skeptical) custumers.
How a compagny can connect with its core constituencies?
With the creation of the Storehouse in Dublin, Guinness’s representant marketing aimed to bring people together and share stories (says Ralph Adrill, director ofmarketing and strategic planning at Imagination Ltd.). It’s a place where tourists who are traveling around Ireland and people who live there can meet each other. By this way, they tried to re-create the magic of a pub full of strangers getting to know another.
They have also made a publike classroom to learn “how to pour the perfect pint”.
The Storehouse is also a serious marketing challengewhich is to reconnect Guinness with younger drinkers in Ireland.
The stout is today brewed in 50 countries and sells an estimated 10 million glasses a day. They aimed to make Storehouse a magnet for the Dublin pub-and-club-crawling crowd.
Guinness Storehouse is a way to get in touch with a new generation (says Adrill).
When sightseers arrive, they climb a short, narrow set of stairs beforeemerging into a cavernous atrium. It’s shaped roughly like a pint glass, with a circular pub.
Finally, the goal was for the Storehouse to evolve, adapt, and grow up (says Adrill).
II – GUINNESS composition and Guinness for health:
Despite its reputation as a meal in a glass, Guinness contains 198 calories per imperial pint...so less than an equal-sized serving of skimmed milk or orange juice andmost other non-light beers.
Guinness stout is made from water, barley malt, barley, hops, and brewers yeast.
Studies claim that Guinness can be beneficial to the heart. Scientists say that it can permit to slow down the deposit of harmful cholesterol on the artery walls.
That’s why, in the 1920’s, the slogan was born: “Guinness is Good for You”.
III – GUINNESS ADS
Its famousadvertising campaigns are at the origin of Guinness’s iconic stature.
The most notable and recognisable series of adverts was created by Benson’s advertising in the 1930’s and 1940’s. It includes slogans like: “Lovely Day for a Guinness”, “Guinness makes you strong”, “My Goodness My Guinness”...and most famously, “Guinness is Good for You”. In Guinness ads, you can easily find animals like:...