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Case Study

The future of the Guinness brand (B)

By John W. Walsh and Ursula Hilliard

1 pages

December 2002

Reference: IMD-5-0616

In Feb 2002, Guinness announces it’s testing new technology to shorten the time it takes to pour a pint of draught Guinness, from 119 seconds to 20 seconds. Having spent years advertising the long pour time as a point of differentiation from other beers, should Guinness introduce this technology in Ireland?

Keywords

Brand Management, Product Innovation

Settings

Republic of Ireland
February 2002

Type

Published Sources

Available Languages

English

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This case study is part of a series

The future of the Guinness brand (A)
The future of the Guinness brand (B)

This case study is part of a series

The future of the Guinness brand (A)
The future of the Guinness brand (B)

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