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Guinness Insider Relationship Marketing Program

Diageo

Issue 2 | July 2008

Background

Duty increases in 2004 and 2005, translated into an 18 to 20% price hike, hit the beer and stout market hard. Guinness faced huge competition for share of throat in the market. The key challenge faced was the diminishing brand commitment from current drinkers, due to an intense price war from lager beers, an ageing base of loyal Guinness consumers, who now drink less, and long term Guinness drinkers feeling that their support and loyalty have not been acknowledged and rewarded. Guinness’ challenge was to motivate these loyal drinkers to choose Guinness on more occasions and enhance their brand loyalty.

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