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...