Consumer Goods

Success: Guinness Black Lager

  • CAN376274
  • 10 Pages
  • May 2013
  • Consumer Goods
Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Guinness Black Lager has entered the ultra-competitive US lager space with a distinct flavorful positioning designed to entice both lager drinkers and existing Guinness fans.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- 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.

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

ReasonsToBuy
- Why is Guinness Black Lager considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends has this product innovation capitalized on?

- What can I learn from the success of Guinness Black Lager?

Key Highlights
Launched in September 2011, Guinness Black Lager is a dark, flavorful lager offering a key point of differentiation over other lagers in the US.

Hybrid heritage characterizes this innovation, offering a contemporary twist on a heritage brand. As well as appealing to both lager and stout drinkers, it is designed to align with changing consumer behavior as consumers drink more at home.
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