Case Study

The future of the Guinness brand (B)

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
Copyright
© 2002
Available Languages
English
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