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Successes and Failures Case Study: Guinness Black Lager

Successes and Failures Case Study: Guinness Black Lager - new market research report published

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2014-02-24 03:05:04 - Successes and Failures Case Study: Guinness Black Lager - a new market research report on

Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Guinness Black Lager has entered the ultra-competitive US lager space with a distinct flavorful positioning designed to entice both lager drinkers and existing Guinness fans.

Report Scope

- Use Datamonitor Consumer´s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success.
- Obtain a broader appreciation of the consumer packaged goods industry by gaining



insights from both within and outside of your sector.

Key Highlights

Launched in September 2011, Guinness Black Lager is a dark, flavorful lager offering a key point of differentiation over other lagers in the US.

Hybrid heritage characterizes this innovation, offering a contemporary twist on a heritage brand. As well as appealing to both lager and stout drinkers, it is designed to align with changing consumer behavior as consumers drink more at home.

Keywords: success, failure, CPG, FMCG, innovation, Guinness, stout, beer, lager.

Reasons to Buy

- Why is Guinness Black Lager considered an interesting case of success?
- What consumer insight underpins this success?
- Which consumer trends has this product innovation capitalized on?
- What can I learn from the success of Guinness Black Lager?

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