Dive Brief:
- Guinness has launched a new series of beers and corresponding marketing in its latest innovation initiative, "Brewers Project."
- Guinness first began selling its new line of beers in western Europe late last year, which included the Dublin Porter, West Indies Porter, and the recently released Hop House 13 lager. More unannounced varieties will be launched in the U.S. for a target date of October.
- "Leading up to the U.S. launch, Guinness recently began airing an ad called 'Gates' ... that goes behind the scenes of the St. James's Gate brewery, while showcasing people such as a third-generation Guinness barley farmer. Another new spot touts Guinness Blonde American Lager, which launched last year and is brewed in the U.S. at a brewery in Latrobe, Pa.," Ad Age reported.
Dive Insight:
Releasing innovative new brews and advertising the history and culture behind the product are two strategies the craft beer world is known for, but Guinness has taken on these strategies as well to show how they can also work for a well-established, historical brewer.
The craft industry may be growing and usurping market share from some of the major brewers, but brands like Guinness demonstrate how even long-time brews can be nimble enough to adapt to consumer trends and showcase their brand in the way that consumers today want — to get to know the companies behind the products they eat and drink.