GUINNESS, the UK’s No.1 stout from Diageo[i], has announced the launch of a new, hand-finished, illuminated fount, modelled on its iconic harp logo to drive optimum visibility in-bar.
As GUINNESS continues to grow with +2% volume growth, ahead of the total beer market (-2.7%[ii]), the new fount marks another step in the brand’s continued efforts to help outlets engage customers and maximise sales. As the only one of the top five beer brands in growth[iii], the new suite will also play its part in continuing to help grow the category overall.
Generating optimum visibility and greater stand-out, every fount is expertly hand finished, making each one unique and reflective of the high level of craftsmanship that goes into making every GUINNESS pint. The Harp fount and illuminated core generates instant brand recognition and stand out – making it impossible to miss on bar counters.
What’s more, the new fount is streamlined to generate more space and better interaction between customers and licensees, whilst also showcasing the famous GUINNESS Surge.
During initial small scale trials, outlets saw a positive increase in sales when converting from T-Bar to Fount and from the old GUINNESS Gates fount to the new Harp Fount.[iv] In addition, feedback from licensees who have already installed the fount has been extremely positive.
Nin Taank, GUINNESS Europe Brand Manager, said: “We know from research that compared to other mainstream beer drinkers, including the top twenty lager, ale and stout brands, GUINNESS customers spend more per visit to on-trade outlets[v]. It’s therefore really important that we invest in, and evolve our offering, particularly when it comes to visibility, to help licensees make the most out of this opportunity.
“We believe the launch of the new fount and accompanying visibility suite, which epitomises the true quality and heritage of the GUINNESS brand, will enable licensees to not only tap into GUINNESS’ existing customer base, but will also help attract new GUINNESS drinkers, providing a memorable experience with every perfect pint poured.”
The full suite of new GUINNESS assets, which all hero the iconic Harp; includes the GUINNESS Harp Fount, tap badges, tap handles & illuminated bottle openers, ensuring a consistent look and feel across multiple dispense points.
In addition to the new suite, GUINNESS will also be providing customers with a full beer quality reset, including dispense equipment service and upgrade, support to drive social media activation and additional branded glassware to help licensees provide the perfect serve every time.
The new GUINNESS Fount and accompanying suite are available now but availability is limited; licensees should contact their Diageo representative to register interest.
[i] CGA Headlines report to 27.01.18
[ii] CGA 12weeks to 27.1.18
[iii] CGA Strategy OPMS MAT to 07/10/2017
[iv] Managed outlet test
[v] CGA December 2017 (vs. the average price/pint of the other Top 20 Lager, Ale and Stout brands)