In the 19th century, trade for the Guinness product grew overseas. By 1929, 2 million pints of Guinness were enjoyed everyday increasing to 5 million pints a day by 1950. In 2008, this statistic doubled to 10 million pints consumed in 150 countries around the world.
Unfortunately, according to The Economist, sales of Guinness are falling. Sales have risen in Ireland for the first time since 2008, but they have plummeted in Britain in 2014. Where sales were gained in Ireland they were lost times 8 in Britain.
Sales for Guinness in the US have also been on a gradual decline. This decline in beer sales is not exclusive to GUINNESS. It is also happening for other large producers, Heineken, Budweiser and Carlsberg. The popularity of craft beers is a possible cause of the decline. Revenues in Europe and America are also on the rise and tastes are shifting toward spirits and pricier wines along with them.
There is some question whether focusing GUINNESS marketing on the national holiday St. Patrick’s day is the best strategy for rebuilding the brand. Assessing and answering to current market demands has brought about some progress. ‘The Brewer’s Project’ has helped sales grow again in Britain and Ireland. In Britain sales are up 2%, and in America, the addition of the new Blonde American Lager is improving sales too. Whereas sales in Africa and Asia have still been in decline.