Guinness Area 22

Operating in a fiercely competitive market, Guinness Ireland wanted to replace Heineken as the No.1 sponsor of Irish rugby and wanted to recruit 10,000 new drinkers into the Guinness brand in 2011.

Guinness Area 22

Client Company Name: DiageoBrand Name: GuinnessAgency: Verve MarketingCategory: Integrated Communication; Event MarketingTotal Commercial Communications Expenditure: €100,000 and overCountry: 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...

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