It’s official: the famous Irish beer Guinness has captured the hearts of the British, becoming, as in Ireland, the best-selling beer in the country. New figures show that Irish stout has narrowly beaten rival Carling in terms of sales value, and now accounts for 1 in 9 pints in London! These figures confirm the growing popularity of dark beer outside Ireland.
Although the Diageo Group, owner of Guinness, was forced to increase its prices as a result of inflation, it would seem that this has in no way affected its popularity.
And the success of Guinness even extends beyond Ireland’s borders, as Great Britain has literally adopted Guinness in its pubs!
This finding was made by data and information consultancy CGA. Today, Guinness is firmly rooted in English customs, becoming the beer of choice in local pubs.
This trend can be explained by a particularly bold strategy on the part of Guinness, which is constantly striving to innovate and follow trends in an already tight market.
Guinness, for example, did not hesitate to become one of the first vegan beers in 2018. The company has also developed a non-alcoholic beer, Guinness 0.0, and is multiplying the variations of its beers to conquer other markets, such as the US.
What’s more, Guinness has not hesitated to pursue a policy of supporting Irish farmers to ensure sustainable farming practices… and even threw its weight behind Irish pub owners during Covid-19.
Add to this exceptional marketing communications, with slogans and imagery, and you have a well-oiled machine capable of surfing a busy market.
Considered a traditional beer, Guinness also plays the heritage card: it likes to be a beer that has been consumed for generations. It’s part of a genuine family tradition that has lasted right up to the present day!
These advances have made Guinness one of the most popular beverages in Ireland, the United Kingdom and other countries such as Nigeria!
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