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Article: Guinness aims to get ahead after going flat in Ireland
- Article from:
- The Sunday Herald
- Article date:
- November 25, 2001
- Author:
CopyrightCopyright 2001 The Sunday Herald. Provided by ProQuest LLC. (Hide copyright information)
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Television has been the saviour of Guinness, whose groundbreaking
advertising has pulled in a whole new generation of drinkers -
except in its spiritual home. Paul O'Kane and Darran Gardner look at
how the brand aims to use other media outlets to stem its Irish
decline
JUST over a year ago the management at the mammoth brewery in St
James's Gate, Dublin, were in need of a stiff drink. The sales of
Guinness in Ireland were down 4% - the first fall for more than two
centuries. The same shocking figures also revealed that cider's
popularity was hurting Ireland's traditional drink. International
sales of the famous stout may have been up, but for its
manufacturer, the drinks giant Diageo, the ...