Guinness Area 22

Client Company Name: Diageo
Brand Name: Guinness
Agency: Verve Marketing
Category: Integrated Communication; Event Marketing
Total Commercial Communications Expenditure: €100,000 and over
Country: Ireland

Background

Market overview

The Irish beer market is one of the most competitive beer markets in the world.

  • Hugely brand loyal market with consumers asking for their beer brand by name
  • Very profitable market with strong margins for successful brands
  • Pub business is bigger than the off-licence trade
  • Guinness accounts for 4 out of every 10 pints consumed in pubs
  • Guinness is the number one beer brand in Ireland
  • Second biggest beer brand, and Guinness' biggest competitor, is Heineken GUINNESS & RUGBY Guinness has a long history of involvement with rugby both in Ireland and internationally. Currently, Guinness is the official beer of:
  • Six Nations Tournament
  • English Rugby Football Union
  • Irish Rugby Football Union
  • Leinster Team
  • Munster Team