Guinness: Give them a Stout

I enjoy reading MarketingWeek, but I’m not sure why, because whatever the marketing stunt is, it's always praised for its innovative ingenuity rather than reprimanded for its scrupulous attempts to dupe everyday people into purchasing poor quality products.

A recent example of this is the impending roll-out of Diageo’s “Guinness Plus” app, an effort intended to increase customer footfall in the on-trade sector. Once downloaded, users are “rewarded” with a pint of the jaw-numbing, flavour-free, cheaply produced beverage at selected bars, restaurants and pubs. The more often users “check in” to these selected outlets, the more chance they’ll have to win prizes – very similar to the Clubcard!

First, let me simply comment on this obvious bribery: Who in their right mind (especially in the UK) wouldn't download this cr-App and turn down a free pint? I can think of very few.

Second, with their recent promotion of face-to-face interactions at the bar, “Enjoy responsibly. Phones down, please.”, how could they possibly be in the position to promote this App? I thought they wanted to become the “mobile leader” of brewers, surely they shouldn’t be encouraging phone usage at a bar, however creative. 

This campaign will have such huge market coverage that, apart from further de-railing the good name of Stout, some non-Guinness drinkers will convert while the converted will further embrace their loyalty - yet another example of an enormous hypocritical “brewery” using their powerful position to increase their share of a pie that people are losing interest in.

The point is simple. Don’t download the App. 

The more we refuse to go along with their petty attempts at increasing market share, the more chance Craft Beer has in increasing the positive and dynamic effect it has on the Beer market. 

I have a better idea: download this App 
http://craftbeerlondon.bluecrowmedia.com/

Go and drink real Stout or Porter; a chocolate-raspberry infusion or a smoky coffee brew subtly laced with liquorice. These Beers traditionally undergo a second fermentation during which time they're naturally carbonated rather than pumped full of Nitrogen like Guinness. It has been said that the N2 (Nitrogen) was only added to Guinness in the first place to give it a "head", make it creamier and easier to drink! 

Drink a Stout because you enjoy the flavour, not because you've been bombarded with advertisements preaching to you the lifestyle benefits associated with drinking it. 

You’ll be astounded by what’s out there.