Marketing Management – Case – Managing the Guinness brand in the face of consumers’ changing tastes

Marketing Management CASE: I    Managing the Guinness brand in the face of consumers’ changing tastes 1997 saw the US$19 billion merger of Guinnessand GrandMet to form Diageo, the world’s largest drinks company. Guinness was the group’s top-selling beverage after Smirnoff vodka, and the group’s third most profitable brand, with an estimated global value of US$1.2 Read more about Marketing Management – Case – Managing the Guinness brand in the face of consumers’ changing tastes[…]

Marketing Management – Case – Managing the Guinness brand in the face of consumers’ changing tastes

CASE: I    Managing the Guinness brand in the face of consumers’ changing tastes

 1997 saw the US$19 billion merger of Guinness and GrandMet to form Diageo, the world’s largest drinks company. Guinness was the group’s top-selling beverage after Smirnoff vodka, and the group’s third most profitable brand, with an estimated global value of US$1.2 billion. More than 10 million glasses of the popular stout were sold every day, predominantly in Guinness’s top markets: respectively, the UK, Ireland, Nigeria, the USA and Cameroon.

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