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Case Study

The future of the Guinness brand (A)

By John W. Walsh and Ursula Hilliard

12 pages

December 2002

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Reference: IMD-5-0610

Guinness, a 250 year old brand and national icon of Ireland faces declining sales in its home market. An aging base of loyal consumers, new beverages targeted at younger consumers and changing drinking patterns are to blame. What should the brand managers do to reverse the decline while not alienating current consumers?

Keywords

Brand Management, Product Innovation

Settings

Republic of Ireland
February 2002

Type

Published Sources

Available Languages

English

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This case study is part of a series

The future of the Guinness brand (A)
The future of the Guinness brand (B)

This case study is part of a series

The future of the Guinness brand (A)
The future of the Guinness brand (B)

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