Around one in ten pints sold in Great Britain is now a Guinness, with its parent company hailing brand-building, its Premier League sponsorship and 0.0 as key components in another strong period of growth.
Guinness 0.0 is now the best-selling non-alcoholic beer in the UK off-trade. It has benefited from Diageo putting it on an “equal footing” to Guinness draught, says marketing director Anna MacDonald.
Claiming to have “crushed” traditional thinking around creating content, Guinness wants to nurture a long-term relationship with new partner the Premier League.
From becoming Britain’s most popular pint to its remarkable sales growth across Europe, Marketing Week’s Brand of the Year has had a year to remember.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
