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Guinness attempt to bolster US sales

New ad campaign aims to increase sales

ANTOINETTE KELLY,

IrishCentral.com Staff Writer

Published Wednesday, October 27, 2010, 7:30 AM

Updated Wednesday, October 27, 2010, 7:46 AM

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Pint of Guinness

Guinness are focusing all their efforts on a big marketing push here in the U.S. in efforts to increase sales. Their new marketing strategy includes a sports themed advertising campaign and the introduction of two new versions of the Irish stout.

The famous brew which is owned by global drinks giant Diageo is hoping to bolster U.S. sales amid the economic downturn and increased competition from domestic small scale “craft” brewers.

To co-incide with the football season kick off Guinness have been running ads on ESPN and other popular channels starring retired football legend Jerome Bettis. The Pittsburgh Steelers star is also joined by his former coach Bill Cowher who appears in similar advertisements,

The new campaign uses the tag line "Fortune Favors the Bold," that the brewer introduced late last year. The campaign roll out includes on line, radio ads as well as in-store displays.

"Connecting Guinness with sports is the perfect way to bring boldness to life: It takes bold moves, bold plays," Patrick Hughes, U.S. brand director for Guinness told the Wall Street Times.

The company also introduced Guinness Foreign Extra Stout which has more hops and alcohol then their regular brew. They have also began to test market Guinness Black Lager in Chicago and San Diego. This is the company's first larger version of Guinness in the U.S. This lighter twist on Guinness is designed to expand the brand's audience.

"We are pleased with our performance, with the new brews we feel we are poised quite well for the next year," Mr Hughes added.

Nster.com

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jamieLM | Oct 29, 2010, 09:29 AM EDT

bogsidebunny: right or wrong, "draft beer" is the term that's used by many Americans...might be a regional thing but many Americans don't know and NEVER use the term "drought beer." Just like people who say, "Scots-Irish" when the correct term is "Scotch-Irish."

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sunshire88 | Oct 28, 2010, 03:49 PM EDT

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jimnsandy | Oct 28, 2010, 02:46 PM EDT

Well, I personally am doing all that I can to support the finest beer in the world. I first tasted it at the brewery in Dublin and have loved it ever since. I live in Sarasota, Fl and have no trouble finding it. There are several Irish pubs in town and all of the supermarkets carry it. I do not have a problem with the price, after all you only get what you pay for. I was recently in Asheville NC and found it in plentiful supply at many bars and restaurants.

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JBRAFTREE | Oct 28, 2010, 02:09 PM EDT

I have a tough time having my local Dominick's/Safeway supermarket keep more than a case of the 8-pak of draught on the shelf. Evidently, they don't care about Guinness sales in the midwest.

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Reilleyfam | Oct 28, 2010, 01:56 PM EDT

LOWER THE PRICE. This, along with an American aversion to overly thick syrupy brew, has ALWAYS been the issue with Guinness.

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Ajreaper | Oct 28, 2010, 01:41 PM EDT

LOL, well every place I have been advertises "draft beer" and not "Drought beer" but should I find myself on Who Wants to be a Millionaire in the near future and that comes up I hope I remember it.

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bogsidebunny | Oct 28, 2010, 03:45 AM EDT

It's spelt drought, Ajreaper.....Draft is something you get on the back of your neck when you leave the window open.

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bogsidebunny | Oct 28, 2010, 03:44 AM EDT

Guinness, many years ago, was my drink. Unfortunately, the "John's Gate" product has been scuppered by PC marketing. How you ask. Guinness is ment to be enjoyed at room temperature. In Ireland that means about 65-degrees Fahrenheit. Unfortunately, at that temperature it takes anywhere from 5 to 8 minutes to properly "pull" a pint. 5 to 8 minutes? That's much too slow for the youngsters today where speed is the end-all and nano-seconds count. So by lowering the temperature down to 38-degrees the Guinness can be ready quick as as it flows from the tap so it can be ready as fast and taste as tasteless as that lousy Budweiser beer. Unfortunately, the very cold temperature absolutely destroys the fine taste of a once fine brew.

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Ajreaper | Oct 28, 2010, 12:51 AM EDT

I'll pay the going rate where ever I find myself for Guinness my only complaint is I'd like to see more places have it available on draft.

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pittgilman | Oct 27, 2010, 10:08 PM EDT

I think all of you raging about the price of the best commercial beer on the market are all insane. Guinness is cheap for what you are getting. A 4 pack of my favorite beer is usually 14.99. (Dogfish Head Palo Santo Marron) Given it is 12% alc I drop the 14$ no questions every week for a beer I know I love. The problem stems from Americans having their mouths flooded with cheap water beer from the big 3 since shortly after prohibition. It's a poor excuse for beer and that is why it's so cheap. If you want good beer you are going to pay for it just like good wine. Otherwise stick to the Natty Ice.

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bardian | Oct 27, 2010, 08:32 PM EDT

Lower the price and they will drink more...

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Kevin325 | Oct 27, 2010, 03:12 PM EDT

Find a way to make it so it survives the trip over the pond to this side. Had it in Ireland and loved it, have it here, still good, but it has a bitter aftertaste.

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kevinarth | Oct 27, 2010, 02:34 PM EDT

I've had the Foreign Extra. It's really good. I usually drink draft and this has got some serious kick to it compared with a draft beer, but if compared with the Extra Stout, it's just got a little different flavor to it. Good stuff either way.

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maxriley | Oct 27, 2010, 02:07 PM EDT

pricey but there's not much better and I'll promote it for a little less than there paying the ex Steelers.

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Searlit | Oct 27, 2010, 12:08 PM EDT

Guinness, on tap that's the only way I drink it.

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