Guinness is an iconic stout that can be enjoyed all-year-round, whether that is in pub gardens or with a Sunday roast. It is a beer that is increasingly enjoyed by more and more people.
We know how important it is to get a beer range right, as doing this will help drive footfall and deliver on the quality experiences customers have come to expect and demand. In fact, research has shown that two in five people would not return to a pub or bar if they thought they did not pour good quality pints of Guinness [3]. We do understand, however, that during busy periods, such as summer, or over the course of popular sporting events, that pouring the perfect pint every time can be challenging.
Operators can leverage Guinness over the summer to help create memorable experiences for their customers. And they can do so by following a few simple steps…
The perfect pour
Getting your stout offering right and delivering that all important quality will not only drive sales, but it will also lock in repeat visits and hopefully grow a regular customer base long-term. Achieving this however can be done in a few simple steps, by following the 7 Cs created by the Guinness’s Diageo Quality Team:
- Correct Gas - Ensure your beer maintains its gas and reaches the tap corrects
- Correct Temperature - Temperature is vital when it comes to beer when it is being both stored and dispensed
- Clean Lines - Yeast grows naturally in all beer lines, so regular cleaning is essential
- Clean Glassware - As well as improving quality, clear glassware also helps with the presentation of your pint
- Counter Visibility - Making sure your beers are visible to customers will improve their experience
- Consistent Freshness - Fresh beer looks better and tastes better, so make sure you employ the “first in, first out” rule when it comes to your kegs
- Crafted Presentation - A great beer is about more than just taste; it needs to look good and be well presented. This means pouring the perfect pint.
Making the experience inclusive
What’s the opportunity?
• In summer 2023, Guinness sold 51.1m pints – 5.6m more than the previous year [4]
• Guinness enjoyed 7.2% share of beer in summer 2023 [5]
Inclusivity is key to consider all-year-round. In fact, research has shown that alcohol free occasions match alcohol occasions with 61% of drinkers in the on-trade switching between alcohol and alcohol free drinks in the same occasion [6]. Therefore, it is important to offer high-quality alcohol Free beer options to encourage those not consuming alcohol to trade-up from tap water or a lime and soda.
Guinness 0.0 is perfectly placed to tap into the growing moderation trend. Boasting the beautifully smooth taste, perfectly balanced flavour and unique dark colour that Guinness is known for, just without the alcohol. Operators can leverage Guinness 0.0 to offer consumers top-quality alcohol free options which do not compromise on taste or experience.
Merchandising
Not only is it important to consistently serve great tasting, high-quality pints, but it is also important that operators are thinking about how to drive excitement about upcoming sporting events within venue.
Featuring themed POS materials, beer mats and more is one way to make the most of sporting tournaments. Making sure hero drinks and pours are visible on chalkboards, table tents, and on menus is also key.
When it comes to amplifying visibility of alcohol-free products, we also suggest using the colour blue to highlight Alcohol Free options, as well as dual locating – mentioning products ‘available in Alcohol Free’ on menus next to their alcoholic equivalent. This will help customers navigate the menu, as well as encourage them to trade up to Alcohol Free as opposed to opting for tap water, or even worse, leaving the venue if they feel the menu doesn’t cater to their preferences.
Social media is also an operator’s friend. Operators can encourage people to enjoy summer moments in-venue by posting images of beautifully poured pints, or shout about promotions on offer to maximise the opportunity.
For operators that need further advice or guidance on how to make the most of their Guinness pours, they can visit the Perfect Dispense Hub here on Diageo One. The platform now includes expert advice on how to serve the perfect pint of Guinness, FAQs, as well as the ability to order glassware to ensure consistent quality.
Sources:
[1] CGA L52W -24.02.24
[2] (Food + Wet Pubs) CGA Total GB 07.10.2023 – L52 Weeks (HL)
[3] Quality research November ’23
[4] CGA On Trade – P6-P9 – Beer: 2023
[5] CGA On Trade – P6-P9 – Beer: 2023
[6] Kantar Alcovision – MAT 31.12.23
