Case Study

The future of the Guinness brand (A)

12 pages
December 2002
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?

Brand Management, Product Innovation
Republic of Ireland
February 2002
Published Sources
© 2002
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