Balancing promotions and the rise of Guinness 0.0: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Zero to hero
As a category, non-alcoholic drinks, and particularly beer, has been growing rapidly. When I was pregnant in 2019, the options were limited, and when out and about, they were almost non-existent.
Fast forward five years, and the landscape has changed drastically. There is much more of an emphasis on moderate consumption generally – or the “sober curious movement” as Emily in Paris puts it – and any stigma once associated with ordering a 0.0 alternative is fading. The products are getting better and as more people test the (non-alcoholic) water, the frequency with which they are available is also rising.
