Laura Merritt on the US Guinness Opportunity | Guinness Investor & Analyst Event | Diageo

Описание: Guiness is already #1 in major metropolitan cities such as Boston and New York, but how does Guinness capture the sheer scale of the US market? Laura Merritt, President for the North America Diageo Beer Company and Convenience, is on hand to explain.

To find out more, visit: https://www.diageo.com/en/investors/r...

With a large market providing a runway for growth, Guinness is positioned to take the United States beer market by storm. Already present in American culture, Guinness has been seen across fashion in collaborations with JW Anderson, Abercrombie and has organically featuring in Olivia Rodrigo’s on-stage outfits. Laura Merritt is at the helm of the growth of Diageo’s iconic beer brand, and speaking from the Guinness Storehouse in Dublin, she looks towards Guinness’ future.

00:00 Laura Merritt’s Introduction to Diageo North America
01:25 The US Beer Market
03:22 The Distributor Landscape in North America
04:58 Guinness in the US Beer Market
06:14 Growing the Guinness Brand in the USA
08:26 Recruiting New Consumers through Guinness in Culture
10:33 Leveraging Sports and Holidays
12:15 Expanding Distribution Opportunities
14:15 Innovating with Guinness 0.0%, Fit for Channel and Seasonal Offerings
15:22 The ‘Lovely Day for a Guinness’ Campaign
16:40 Opportunities for Growth

About Diageo:
With over 200 brands sold in more than 180 countries, our portfolio offers something for every taste and celebration. We are a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer, including Guinness, Johnnie Walker and Baileys. We aim for the highest standards in all that we do, mixing responsibility and reliability with incredible flair. Celebrating life, every day, everywhere.

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