Guinness launches Perfect Pour campaign
Diageo has launched a new advertising campaign for Guinness this summer aimed at encouraging "The Perfect Pour".
The campaign will include a new television commercial entitled 'Taste', as well as press, outdoor and digital advertising that aims to increase consumer awareness of Guinness from May through to August.
The campaign addresses concerns that the messages regarding the importance of "The Perfect Pour" have not got through to bar staff.
A recent mystery shopper campaign conducted by Diageo GB in the on-trade surprisingly revealed only 48 per cent of British pubs and bars were achieving the serve Diageo feels retailers should be achieving.
The main areas where bars were not meeting the Guinness team's standards included not holding the glass at the correct 45 degree angle; not achieving the correct head size; not using branded glassware and not using the two-part pour.
Rob Newlan, Guinness senior brand manager, Diageo GB, said: "We were quite surprised by these results. Many pub and bar stuff pride themselves on being able to pour a great pint of Guinness, but there are obviously others who can perfect their technique further. By doing this not only will they be giving their customers a better quality pint, but they will also see a boost in profits - licensees see an eight per cent increase in Guinness sales and a one per cent increase in beer sales overall through well served pints of the black stuff."
As a result of this Diageo is also investing £600,000 on point-of-sale kits to encourage bar staff to follow best practice on serve. The POS kits will also include a consumer and trade promotion to find the outlets that are serving top quality pints of Guinness.
