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Article: GUINNESS: The trials of the black stuff.(Guinness America Inc.)(Interview)
- Article from:
- Brand Strategy
- Article date:
- February 7, 2005
CopyrightCOPYRIGHT 2005 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Elen Lewis talks to Brian Duffy, Guinness's global brand director and discovers that Guinness is not as black and white as it seems. Globally, the 250-year old brand is split in two
Few brands hold the iconic status of Guinness. Even if you don't drink it, you will have heard of it, or enjoyed its cinematic advertising. And few brands have been around for so long - Guinness is nearly 250 years old.
This is a giant of a brand. Every day 10 million glasses of 'the black stuff' are drunk in 150 countries, testified by the huge steel vats that dominate the skyline of the St James Gate brewery in Dublin. Aside from Ireland, Guinness is brewed in 50 ...