Key information
- Guinness is losing UK customers to rivals such as Heineken’s Murphy’s due to price increases.
- Diageo’s strategy relies heavily on Guinness, but the strong beer is under pressure from rivals capitalizing on changing consumer behavior.
- Expansion of Guinness 0.0 beyond Ireland is part of Diageo’s plan to counter competition and maintain momentum in the stout market.
Guinness price increases are pushing UK consumers to rivals such as Heineken’s Murphy’s, impacting Diageo’s market share. Although it remains the leader in stouts, Guinness faces growing pressure from rivals seeking to take advantage of changing consumer behavior. This is a challenge for Diageo, as its strategy relies heavily on Guinness to offset falling sales in other sectors.
Strategic response
Although Guinness has historically enjoyed strong growth, recent price increases have sparked consumer discontent and given rivals such as Anheuser-Busch InBev an opportunity to challenge its dominant position. To address these challenges, Diageo plans to expand its alcohol-free Guinness 0.0 offering beyond Ireland. Ongoing testing in new markets is part of a broader plan to maintain momentum in the competitive stout market.
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