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Success Case Study: Guinness Brewers Project

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Restricted to one authorized user; Open on 1 PC/ mobile / Tablet only.
Print Option: Yes
Copy Option: No
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AED 7303

Multiple Users within the Company/ Enterprise
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Details

The beer market faces an increasingly hostile environment, with 2015 beer sales declining in the UK by 7.9%. This has led a number of major producers to expand their portfolio into the craft beer segment, which has seen unprecedented growth, and with positive predictions for future performance. Results to date have shown that the majority of big players buy out craft beer brands, but Guinness has demonstrated that it is possible to enter this space through new product development.

Key Findings

Guinness demonstrated that it is possible to enter the craft beer segment through new product development by successfully capitalizing on two driving trends within the beer market: authenticity and heritage.

Using old recipes from the brewer's history helped to give the Brewers Project an authenticity that many of its competitors' offerings lacked.

With consumers actively seeking out new craft beer, creating a genuine-feeling brand with roots in the past helps to avoid the taint of corporate acquisition for artisanal brands that so often sees consumers react skeptically.

Synopsis

"Success Case Study: Guinness Brewers Project" is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Guinness Brewers Project tapping into the premium and craft segments. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons to Buy

Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.

READ MORE

Table Of Content

Scope

Summary: Guinness Brewers Project

What?

Why?

Take-out

Appendix

Licence Rights

Single User License:
Report can be used by individual purchaser only

Site License:
Report can be shared by unlimited users within one corporate location, e.g. a regional office

Corporate User License: 
Report can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Section Purchase

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Products and Companies

Products

Success, failure, CPG, FMCG, innovation, Guinness, Diageo, Hop House 13, Dublin Porter, West Indies Porter Carling, Foster's, Carlsberg, lager, ale, women, brewer, brand, macro-brands, identity, heritage, traditional, microbreweries, sensory, flavors, experience, brand identity, skepticism, trust, strategy, strategic


Companies

Guinness, Molson-Coors and SABMiller

Company Profile

Company Profile Title

The beer market faces an increasingly hostile environment, with 2015 beer sales declining in the UK by 7.9%. This has led a number of major producers to expand their portfolio into the craft beer segment, which has seen unprecedented growth, and with positive predictions for future performance. Results to date have shown that the majority of big players buy out craft beer brands, but Guinness has demonstrated that it is possible to enter this space through new product development.

Key Findings

Guinness demonstrated that it is possible to enter the craft beer segment through new product development by successfully capitalizing on two driving trends within the beer market: authenticity and heritage.

Using old recipes from the brewer's history helped to give the Brewers Project an authenticity that many of its competitors' offerings lacked.

With consumers actively seeking out new craft beer, creating a genuine-feeling brand with roots in the past helps to avoid the taint of corporate acquisition for artisanal brands that so often sees consumers react skeptically.

Synopsis

"Success Case Study: Guinness Brewers Project" is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Guinness Brewers Project tapping into the premium and craft segments. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons to Buy

Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.

READ MORE

Scope

Summary: Guinness Brewers Project

What?

Why?

Take-out

Appendix

Single User License:
Report can be used by individual purchaser only

Site License:
Report can be shared by unlimited users within one corporate location, e.g. a regional office

Corporate User License: 
Report can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

To know more information on Purchase by Section, please send a mail to support@kenresearch.com

INQUIRE FOR COVID-19 IMPACT ANALYSIS

Products

Success, failure, CPG, FMCG, innovation, Guinness, Diageo, Hop House 13, Dublin Porter, West Indies Porter Carling, Foster's, Carlsberg, lager, ale, women, brewer, brand, macro-brands, identity, heritage, traditional, microbreweries, sensory, flavors, experience, brand identity, skepticism, trust, strategy, strategic


Companies

Guinness, Molson-Coors and SABMiller