The phenomenal rise of Magners cider has to be seen to be believed. I know guys here in England who’ve never drunk cider before puzzling over why within twelve months of its GB launch they all to a man now drink Magners. Now it seems that in Ireland Bulmers increased cider production is accounting for some of a substantial dent in the scale of Guinness drinking which could have major implications for Diageo’s global marketing strategy.
In February Diageo revealed Irish Guinness sales had dropped 9% in the first half of its financial year – the steepest fall yet. Andrew Morgan, president of Diageo Europe, had little hope of an imminent reversal. “Historically, per-capita consumption has been very high and we are likely to see a reduction in pints consumed in an evening … that is likely to continue.” The group has previously tinkered with marketing but appears to accept consumer trends are running away from Guinness in Ireland.
Mick is founding editor of Slugger. He has written papers on the impacts of the Internet on politics and the wider media and is a regular guest and speaking events across Ireland, the UK and Europe. Twitter: @MickFealty