The project has been borne out of research into barriers to growth worldwide that was instigated by Guinness global brand director Jon Potter. Potter said the research identified issues that were unique to Guinness in the beer market, such as the perception that it is "better in some pubs than in others, or only really good in Ireland".
Guinness is hiring a technical specialist to ensure consistent standards for the product in all its 150 markets. Potter is leading a drive to discover how best to communicate the brand's obsession with quality to consumers globally.
"We have great 'quality' advertising in Ireland - should we roll that out elsewhere, or develop new stuff for other markets? We don't have all the answers yet," he said. Other marketing activity could include on- and off-trade promotions and point-of-sale material.
The brewer is also looking at ways of recreating the "positive mentoring" that brought new drinkers to the brand in the past, such as a father buying a son his first pint. Potter added Diageo's other power brands were also starting to investigate their growth barriers.
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