Guinness beer is one of the most popular beers in the world. It has a large following of loyal fans, and there are many reasons why people love it.
Guinness is an Irish beer, and it has a very rich history. It was first brewed in 1759 by Arthur Guinness, and it quickly became one of the most popular beers in Ireland.
However, the Guinness target market has long expanded beyond Ireland. Guinness is now brewed in over 50 countries, and it is available in over 120 countries.
Guinness has a very distinct taste, and it is often described as being “dark” or “malty.” Guinness is made with roasted barley, which gives it its unique flavor. Guinness is also known for its creamy head, which is created by the Guinness brewers using a process called “nitrogenation.”
In this article, we will review the Guinness target market and understand what makes this brand of beer so appealing to them.
Understanding the Guinness Target Market
One of the best ways to understand the Guinness beer target market is to understand why people buy Guinness and the circumstances under which they buy it.
Understanding consumers’ needs and motivations for buying beer and especially Guinness beer, helps us divide Guinness’s market into the following customer segments:
- People who love beer
- People who specifically love Guinness beer
- People who are looking for a dark, heavy stout
- People who are looking for a refreshing drink
- People hosting a party
- People planning a picnic
- Restaurants & Bars
Let’s look at each of these segments of the Guinness target market more closely.
#1. People who love beer
A key segment of the Guinness target market includes people who simply love beer. They are passionate about trying different kinds of beers and learning about the brewing process. They are also willing to pay more for high-quality. They can also be fans of craft beers.
These are the people who, at a party, don’t mind what kind of beer they drink. They are lovers of beer and would just as gladly drink a Guinness as they would any other beer.
Having said that, a Guinness is not for everyone. For many, it is an acquired taste. So not everyone who loves beer will automatically take to Guinness.
#2. People who specifically love Guinness beer
These people are a subset of the beer lovers group and are passionate about Guinness. They love the taste of Guinness and might even prefer it to other beers.
They are also willing to pay a premium for Guinness. This group is especially important to Guinness because they are the brand’s loyal fans who will continue to buy Guinness even when there are other cheaper options available.
It’s also worth noting that people who love Guinness beer don’t just drink it at parties; they are also likely to buy it for themselves to drink at home.
#3. People who are looking for a heavy, dark, stout
One of the major attractions of Guinness is that it is a very dark, heavy beer. This makes it appealing to people who are looking for a strong drink. Guinness also has a higher alcohol content than most other beers, which makes it appealing to people who want to get their buzz quickly.
However, Guinness is not for everyone who is looking for a strong drink. Some people might find Guinness too heavy or too dark. It also has a very distinct taste, which some people might not like.
A part of Guinesses’ attraction stems from its origins. The fact that it comes from Ireland is a point of appeal for many people. Guinness has a long and storied history, which also makes it attractive to some people.
#4. People who are looking for a refreshing drink
Sometimes when people are looking for a refreshing drink, they’ll just grab a Guinness from the fridge. This is especially true in the hot summer months when people are looking for something to quench their thirst and cool them down.
While soda and iced coffee are also refreshing, they don’t usually have the same associations with relaxation that beer does. Having said that, sitting with a Guinness in the sun is not for everyone. Guinness is a heavy beer and can be quite filling, so some people might prefer something lighter in these situations like a Corona, a Heineken, or a Budweiser.
Note that people in this market segment may not want a beer or an alcoholic drink at all. They may be just as satisfied with a non-alcoholic drink like lemonade, ginger beer, or maybe even an energy drink or a sports drink like Powerade or Gatorade.
So these alternatives are competitors to Guinness for the attention of this market segment.
#5. People hosting a party
This segment of the Guinness target market is made up of people who are hosting a party and want to provide their guests with beer.
They may not have a specific brand in mind, but they know that Guinness is a good option because it will be refreshing for their guests.
Offering a Guinness at a party is also a way of showing that the host is sophisticated and knows about good beer.
#6. People planning a picnic
Similarly, people who are planning a picnic might grab a Guinness because it’s an easy beer to transport and it won’t get too warm in the sun. Likewise, people going to the beach might also
choose Guinness for these same reasons.
This segment of the Guinness target market usually makes decisions based on convenience and price. If they want a beer that is easy to drink and won’t cost too much money, then maybe they will not choose a Guinness.
It should be noted, however, that not all countries permit the consumption of alcohol in public places like beaches and parks. So in these cases, Guinness would not be an option for picnickers and beach-goers.
#7. Restaurants & Bars
Finally, businesses like restaurants and bars are a very important segment of the Guinness target market. They usually buy beer in bulk and serve it to their customers.
While these businesses might serve other brands of beer, they know that Guinness is a safe option that will be popular with their customers. They usually buy beers that are popular and will be easy to sell. Guinness fits this bill perfectly.
Conclusion
The Guinness target market is people who are looking for a strong drink, especially in the summer. Guinness is also popular with people who are hosting a party or planning a picnic. Restaurants and bars are another important market segment of the Guinness target market.
Guinness can be a great drink for people to have, especially if they are looking for something with a strong taste. Guinness is also a good choice for people who want to show their sophistication or for people who are looking for a refreshing drink.
