Approximately 13 million pints of Guinness are consumed on St. Patrick’s Day each year. This popular Irish stout is enjoyed in 150 countries and comes with a very particular 6-step process for creating the perfect pint. The crux of the instructions lies in the 119.5 (or 119.53) seconds that are required to let 3/4 of the pour settle before topping it off. According to Guinness, the wait is required to let the nitrogen bubbles “surge down the sides of the glass and up the center to form the head.” There are other requirements listed for the sequence of first sips to enhance the drinking experience, and of course the characteristic Guinness glass that the beer must be poured into. With all these requirements for the beverage, is the campaign for the perfect guinness drink a strong marketing tactic, or does it alienate the average beer drinker?
The company that owns Guinness, Diageo, first ran their “good things come to those who wait” campaign in 1998. This was the beginning of the advertisements focused on identifying specific traits of drinking a Guinness. A net increase of profits, specifically among older men, was reported for the next few years that was linked to their new branding. Between 2000 and 2005, Guinness attempted to change their branding to appeal to a wider audience, but their profits did not rise as much as they expected, so they reverted back to the “good things” slogan. A commercial titled “noitulovE” released in 2007 used the slogan and received “more awards than any other commercial in the world”and propelled the company to be the U.K. market leader for that year. Not only was it a successful year for Diageo, it also was a year of revenue decline in the U.K. beer market in general, which further highlights the importance of their advertising.
The Guinness Storehouse in Ireland which opened in 2000, has remained the most popular tourist attraction in Ireland and attracted over 1.7 million people between 2017 and 2018. At the Storehouse, visitors can sample beer, learn about advertising history, as well as learn how to correctly perform a 119.5 second pour and receive a “certificate
from the academy.” The Storehouse has plans to double their bar size and attract even more visitors next year. The steady increase in tourism shows that the Guinness brand is still increasing in popularity, and that people are interested in the trademark culture.
The specificity and patience that is required of drinking a Guinness might be a welcome change in a high-powered world where we rarely take the time to appreciate the nuances of life. To some people, having to wait nearly 2 minutes for their beer to settle enhances the experience, but to others, watching your beer sit for 119.5 seconds just out of reach seems ridiculous. If marketing and profit history are any indicators, Guinness seems to have locked-in a dedicated fan base that expects a certain amount of prestige and ceremony to come with their 119.5 second pour.
References:
https://www.guinness.com/en-us/st-patricks-day/guinness-facts/
http://fortune.com/2017/03/09/guinness-st-patricks-day-pints/
https://en.wikipedia.org/wiki/NoitulovE
https://www.guinness.com/en-us/frequently-asked-questions/
https://www.forbes.com/sites/sujatakundu/2016/03/11/the-science-behind-pouring-the-perfect-pint-of-guinness/#1ceec4e5229b
https://www.guinness-storehouse.com/en/fourth-floor
https://www.thejournal.ie/guinness-storehouse-visitor-numbers-2-3775913-Jan2018/
Data/Society/Decision-making Spring 2019 