GREAT LOOKING, GREAT TASTING GUINNESS® Business

GREAT LOOKING,
GREAT TASTING GUINNESS
Business Opportunities
®
PLEASE ENJOY GUINNESS RESPONSIBLY. GO TO WWW.DRINKiQ.COM
The GUINNESS and MADE OF MORE words, HARP device and associated logos are trade marks © Guinness & Co 2014.
Contents
GUINNESS® can add
value to your business
5C’s:
1
The product
2
The dispense system
3
Hygiene
4
Glassware
5
Serve
GUINNESS® support for you
Visibility upgrades
Problem solving
Other Diageo products
3
GUINNESS® Quality Checklist:
Product
Spec. on Entry
Temperature
Spec. on Entry
Headsize
Spec. on Entry
Flavour
Dispense
System
Abstract Fount
Nozzle clean / clear /
soaked
Cooler clean and
maintained
No. of Taps vs Volume
2-part pour
Hygiene
Lines clean / blitz /
7-Day cycle
Coupler clean
Glasses
Branded GUINNESS®
glasses
Renovate
Other
4
POS
Troubleshooting
Outlet Contact:
Location:Name:
Number:
Additional Information:
5
Great looking, great tasting GUINNESS® adds value
to your business
How do consumers choose
outlets?
What factors do consumers use
to assess GUINNESS® quality?
•86% tell us beer quality is THE most
Temperature, head size & flavour are the
important factor in their choice of outlet
key indicators consumers use when assessing
(more so than atmosphere, price, location
GUINNESS® quality.
or friendly staff).
1
1
Get them right and you will sell more!
How do consumers assess beer
quality?
Making sure your staff serve great looking,
“Serving GUINNESS® correctly is the best
sales by 8% per year.
great tasting GUINNESS® can increase your
6
1
indicator of a quality pub/bar”.
Great quality GUINNESS®
is an important part
of consumers’ choice
as to where they drink!1
6
Great looking, great tasting GUINNESS®
adds value to your business
GUINNESS® consumers will spend more on food and drink per occasion
than the average beer drinker.2
GUINNESS® consumers also:
1.Visit pubs more frequently than
the average beer drinker.
GUINNESS® consumers are
Highly Valuable Customers
• Visit pubs more often
2
2.Influence the choice of pub to visit
• Drive more sales
• Increase profits
1
when in a group of friends.
3.Drink other premium brands in
1
addition to GUINNESS® Draught.
GUINNESS® consumers
believe that the staff and
management are responsible
for the quality of the pint.1
7
Build a reputation for quality
Getting quality right enhances the pub’s reputation and
increases footfall.
A recent quality drive in a large pub group,
saw an increase of 15% in GUINNESS® sales
3
with no steal from other products.
•GUINNESS® Draught is a flagship
brand in a pub - serve a great pint and
consumers will know it’s a great pub and
1
great pubs get talked about!
•30% of consumers will avoid a pub if the
1
quality of the pint is poor.
•27% of consumers will leave if they do not
1
receive a good quality pint.
•31% of beer drinkers say that a wellserved pint of GUINNESS® Draught is the
“best indicator of a good quality pub”
significantly outscoring ALL other types
of beer.
8
Make your pub the Number 1
choice for GUINNESS® drinkers
by serving a great quality pint.
What GUINNESS® serves up for you
GUINNESS® drinkers are highly valuable:
• 70% higher income than European medium. • Decide the pub or influence the decision
on 98% of visits.
• Drink with 2-3 friends 77% of the time.
• Spend amount increases by 75% when
food is available.
• Average spend of E18 on drinks per visit.
How it works
Serving GUINNESS® Draught the way consumers want it, increases profit and traffic:
Save money with the 5cs
Set the 5C's of the draught system to the GUINNESS® standard to
maximise profits on every pint and minimise wasted beer.
€-12
profit/week/keg*
Sell more beer
26% of GUINNESS® drinkers will stay longer and spend more money
on drinks.
€17
profit/week/keg*
Bring in more customers
4-out-of-5 patrons will return more often. Three-quarters will
recommend the pub to 9 friends.
€12
profit/week/keg*
Increase profits with food
Regular GUINNESS® drinkers and their friends will drive up profits
from food (43% check where GUINNESS® is served).
€4
profit/week/keg*
GUINNESS® is the lighthouse brand for pubs
Attract more GUINNESS® drinkers – draught quality is the
number 1 factor in choosing which pub to visit.**
*Pent Consumer Research 2007
**Industry Estimates 2007
9
How to profit with great GUINNESS® Draught
PROFIT OPPORTUNITY
ESTIMATED
PROFIT (€)*
CALCULATION ASSUMPTIONS
C1 Gas Mix
6 Euro/Keg
10-15% of keg wasted as staff pour off foam/beer then top up glass
C1 Gas Pressure
6 Euro/Keg
Glass with thin head due to low pressure contains 43ml more beer
C2 Temperature
6 Euro/Keg
10-15% of keg wasted as staff pour off foam/beer then top up glass1
Note waste on draught ales/ lagers (not included)
C3 Clean beer-lines & nozzle
C4 Tulip shaped pint glass
C4 Beer-clean branded
glassware
‒
12 Euro/Keg
‒
Minimal short-term cost. Can lead to early line replacement costs and
emergency call-outs
Example: serving a 500ml glass instead of 400ml glass
increases your profit by €12/keg
Minimal short term cost. Can lead to higher glass replacement cost
C5 Crafted presentation
4 Euro/Keg
GUINNESS® Draught served with 1-shot pour contains 28 ml
more beer due to thinner head2
Immediate Sales Impact
18 Euro/Keg
12 GUINNESS® drinkers each order ONE more 568ml pint price €4
71% gross margin (47 drinkers per keg 4 x 26% who spend more)3
More Frequent Visits
12 Euro/Keg
3 Guinness drinkers per month will make ONE additional trip to the pub
with friends, spending €16, 71% gross margin (47 drinkers per keg4 x
82% who visit ONCE more in 12 months)3
More Customers
12 Euro/Keg
1 friend each week will act on recommendation and visit the pub,
spending €16 on drinks (with their friends), 71% gross margin
(47 drinkers per keg4
x 72% tell 6.5 friends who visit recommended pubs once in 12 months)3
Increase Food Sales
from above
4 Euro/Keg
Customers making more frequent visits and new customers above will
order food, where served (43% of check, 50% gross margin)3
Source data
*based on a 30l keg
10
1. Industry Estimate 3. PERT Consumer Research 2007
2. DGCE Estimates 4. 2 drinks per pub visit, 93 servings per keg
The 5 C’s quality standards for serving great looking,
great tasting GUINNESS®
There are 5 C’s to follow to ensure you serve your customers great
looking, great tasting GUINNESS® which, in turn, means they’ll serve you
great quality profits.
We’ve laid them out as clearly and simply as possible, but it’s essential
you follow them to ensure great looking, great tasting GUINNESS® –
pint after pint after pint.
1
Correct Gas
2
Correct Temperature
3
Correct Hygiene
4
Clean Glass
5
Crafted Serve
Quality is a partnership that runs from Dublin to your outlet
11
C1. Correct Gas
The correct gas and pressure ensures that every pint is perfect and the
head size is not flat or too foamy. This guarantees that the customer
enjoys the wonderful roasted flavour of GUINNESS® Draught.
•Check best-before dates on delivery.
Gas:
•Rotate stocks because fresh
•Only mixed gas will do!
beer tastes better
30%/70% for normal use.
- use a keg tag.
20%/80% for below 8°C.
40%/60% for above 26°C.
•Safety first. Handle high pressure gas
bottles carefully and secure to the wall
at all times.
Tip:
•No GUINNESS® no sales.
Check stocks weekly.
•The optimum storage temperature to
keep GUINNESS® fresh is 10 to 12°C.
Remove the O-ring and restrictor plate
from GUINNESS® nozzle whilst cleaning to
increase flow and prevent blockage. Store
parts in GUINNESS® nozzle safe.
•It takes 24 hours to change and chill
an 30L keg.
•80% of consumers feel the correct
temperature contributes the
most towards making a really
good quality drink.
12
Retaining Washer
(O-ring)
1
Restrictor Plate
C2. Correct Temperature
GUINNESS® consumers are captivated by the ritual of the pour.
Site the font where customers can enjoy the ritual as well as
the great taste, and they will come back again and again.
Changing from T-Bar to fount will improve:
Balancing taps with volume will maintain
• Temperature Consistency
quality and cut down waste, saving you
• Visibility
money.
leading to more sales.
Too many taps could decrease the average
The dispense system (including the cooler)
tap throughput and leave beer sitting in
is designed to deliver consistent great
the line, leading to poor quality GUINNESS®
looking, great tasting GUINNESS® even at
beer.
the busiest of times.
Quality improves when the throughput
increases.
Keeping cooler grilles clean and
free of obstructions will maintain
the cooler’s efficiency helping
you to deliver great GUINNESS®.
Storage Temperature: 10oC - 14oC.
Dispense Temperature: 5oC - 8oC.
13
GUINNESS® font
Keep clean.
Bar
GUINNESS® Tap
Remove nozzle and soak every night.
Underbar Cooler for GUINNESS® Extra Cold
Keep grilles clear and clean, for efficiency.
Mixed Gas
30% CO2 and 70% Nitrogen.
High pressure - keep secured.
Cellar
Cold Cellar
Remote Cooler
GUINNESS® keg
Rotate stocks - fresher is better.
14
Cleaning system
Clean GUINNESS® lines every 7 days.
C3. Correct Hygiene
Outlets cleaning beer lines every 7 days see an increase in their beer
quality which in turn increases overall sales.11
Outlets only cleaning beer lines quarterly see
a 9% decline in sales caused by a yeast and/
or bacterial infection that produce off tastes,
5
bad odours, plus a high and brown head.
High heads cause wastage,
and a filled drip tray once a day
could cost you as much as €21k
per year in lost sales.5
Daily tasks
A simple piece of dried beer can drop into
Basics for staff
the glass from the nozzle, spoiling the look
Don’t touch the
of the unique GUINNESS head and
top of the glass.
®
enjoyment for the customer.
1.Soak the nozzle in warm water at the end
of each trading session.
2.Rinse the nozzle in fresh water.
Don’t touch the glass
with the nozzle.
3.Reconnect to tap.
4.Make sure the tap is kept clean.
Don’t let the nozzle
touch the beer.
15
Guide to line cleaning
Delivering a great pint of GUINNESS® Draught relies on you cleaning your
lines every 7 days, so you’ll avoid off flavours and increase profits by driving
rate of sale.
The industry standard is to clean the lines every 7 days:
1.Remove the nozzle and soak in
warm water.
2.Always flush out all traces of beer with
cold, clean water.
Tip:
Remove the GUINNESS® nozzle while
cleaning to increase the flow and
prevent blockage.
3.Add recommended amount of approved
detergent to fresh water and pull through
until system is charged with solution.
Retaining Washer
4.Leave to soak for 20 minutes, opening
the tap at least once to improve the
effectiveness of the cleaning process.
5.Disconnect the cleaning solution and
connect to fresh water supply.
6.Always flush out all traces of detergent
with fresh, cold water (minimum 5 litres
/1 gallon).
7. Clean keg coupler with hot water and
re-tap to the keg, (bleed fob detector if
installed) and re-fit the nozzle to the tap,
ensuring plate is clean and holes clear.
16
Restrictor Plate
Flow Straightener
Nozzle Body
4. C4 Clean Glass
A cool, clean, dry, GUINNESS® branded glass every time is critical to
the presentation and taste of a quality pint of GUINNESS® Draught.
A glass that is not clean will have grease and
oils left on the inside, which affect the head
formation, head retention and causes poor
taste and smell.
Dairy products such as milk and butter are
the main cause of oily residues leading to
poor presentation.
•Ensure there is enough glassware for
busy sessions.
• Allow glasses to dry on racks or plastic
matting.
• Keep glass washers for glasses.
• Use “Renovate” every month or as
required to keep glasses in great condition.
If you wish to purchase some, please
contact your local Guinness Distributor.
Proton contact details:
www.proton-group.co.uk, +44(0)1924 892834
17
Benefits of the new glass
THE GLASS:
• A distinctive evolution of the iconic Tulip
glass that all our consumers would be
happy to be seen drinking from.
+
• Thicker glass to retain temperature in glass
longer.
• Ensures the surge and settle for the perfect
pint of Guinness.
• Quality: 94% of consumers believe the pint
looks high quality in the new glass.
+
18
+
Link consumer strategies, 2009
C5. Crafted Serve for great looking,
great tasting GUINNESS®
The 2-part pour is part of the heritage of the GUINNESS® Draught pint.
The first, at 45 degrees, releases a stream of bubbles creating a smoother
flavoured body. The second helps create a dome-like creamy head – bringing
you a truly great looking, great tasting pint.
3
• Consumers expect it.
• Proven to increase sales and profits.
• Helps to produce a great pint.
2
Always use the 2-part pour.
Pour at 45º until 3/4 full
1
Use a
clean, cool,
branded glass
5
4
3
Allow time Top up by pushing the handle Presentation
away from you, leaving a
to settle
15-21mm dome-like head
The GUINNESS® Specification
•Temperature:
GUINNESS® Draught: 5ºC - 8ºC
GUINNESS Draught Extra Cold: 3ºC ±1ºC
®
• Head size 15-21mm
• 2-part pour
19
“87% of consumers rate the 2-part pour
as very important to a quality pint of
1
GUINNESS® Draught“.
“97% of consumers ‘drink with their eyes
before they drink with their lips’ when
1
evaluating the quality of GUINNESS®“.
So, insisting your staff use the correct
pour is critical to ensuring that
customers receive great looking,
great tasting GUINNESS®.
20
Great GUINNESS® support for you
The brewers of GUINNESS® have a reputation for producing famous,
innovative and effective advertising to attract drinkers to your pub.
This support will continue to include:
• Guinness Draft fount and high quality POS.
• Relationship marketing.
• Bar staff and distributor training.
• Focus on quality including quality training
for bar staff and distributors.
Did you know?
• The week of St. Patrick’s Day can drive an 84% uplift in Guinness Sales
and a total beer sales uplift of 21%.8
• Arthur Guinness Day has also proven to be a sales growth driver.
• Arthur's day can be harnessed to increase custom and takings
in your pub in the days and weeks leading up to the main event,
and rival St.Patrick’s Day in terms of festival atmosphere “
21
Fantastic visibility drives sales
6 Golden Rules
1.Engage your consumers BEFORE they purchase their first drink.
2.Encourage your bar staff to offer GUINNESS® to your consumers.
3.Consumers need to know the PRICE of a pint before ordering.
4.Great OUTDOOR VISIBILITY drives traffic to your pub.
5.Your visibility HOT SPOTS are the bar area (especially the back bar),
tables and bar staff clothing.
6.Make sure you serve Great Looking, Great Tasting GUINNESS® –
it’s the best indicator of a QUALITY pub.
22
• GUINNESS® has been established in Dublin since 1759.
• GUINNESS® is one of the world's few global beer brands with solid awareness: 80% across Continental Europe*.
• GUINNESS® has an instantly recognisable look:
• A unique mix of nitrogen and CO2 helps create GUINNESS® Draught's liquid swirl that tumbles, surges and gradually separates into a black body and smooth creamy head.
• Its unique like no other beer.
WHY DO WE HAVE A NEW LOOK?
• Reputation for serving great quality beer comes from a reputation for great quality GUINNESS® - Great GUINNESS® quality signals a great quality pub.
• This revolutionary new iconic design creates theatre around the pint pouring ritual, bringing it back to its rightful place at the centre of the pub and pub experience.
• It exudes quality and distinctiveness, reassuring consumers that GUINNESS® is THE distinctive premium quality offering in beer.
SOURCE: *Millward Brown BTS Data average extraolation - France, Russia,
Switzerland, Sweden, Spain, Germant, Italy.
The GUINNESS word, the HARP device and associated logos are trade marks. © Guinness and Co. 2014
23
Trouble shooting guide
Important - always check the nozzle before looking for any other faults.
KEG
HYGIENE
TEMP
GAS
24
POOR TASTE
TOO WARM
BEER
FAULT
POOR HEADRETENTION
FLAT BEER
TOO HIGH
HEAD
FAULTS
SPURTING
FAST FLOW
SLOW FLOW
POSSIBLE CAUSE
NO FLOW
POURING
FAULTS
RECOMMENDED ACTION
Incorrect gas mix
Change gas & keg
Gas pressure too high
Call your account manager
Gas bottle is empty
Connect to full bottle
Gas switched off
Switch on gas
Flash / remote cooler is off
Switch flash / remote cooler on
Cooler fins blocked / bent
Clean / straighten cooler fins
Glassware hygiene
/machine faults
Contact glass washing machine
manufactuer
Line hygiene
Clean lines & equipment
Beer out of date
Change keg
Keg is empty
Connect to full keg
Coupler is notproperly
connected
Connect keg coupler
Keg is faulty
Change keg / have faultykeg
uplifted
Problems? No problem! Use these steps:
1.Check the Troubleshooting Guide
immediately. It may get you serving
GUINNESS® again quickly.
2.Call your GUINNESS® distributor experts
who will talk you through some
diagnostics. 60% of faults are solved over
OVER-SIZED HEAD
FLAT HEAD
the phone allowing the GUINNESS®
Cause - Warm
Cause - Old GUINNESS®,
to flow again quickly.
GUINNESS®, dirty lines.
incorrect pressure.
FROG EYES
BROWN HEAD
Cause - Not using
Cause - Warm
45˚ angle to serve.
GUINNESS®, dirty lines.
3.If that doesn’t work, technicial support is
on hand to help maintain the equipment.
25
Guinness Brand Catalogue - October 2013
363 ESSENTIALS
QUALITY
• Disruptive glass shape
• Branded glass
26
STAFF
• Knowledge of brands &
categories
• Skills to make great drinks
& service skill for
memorable experiences
1ST DRINK
• Hot spot visibility
• Bar fonts
• And bottles in eye line
• Front of bar theatre
• Menus with evocative
RITUALS
• Disruptive visibility
• A ritual to attract the herd
• Communion with friends
through ritual
• Simple and scalable
27
BUSHMILLS Irish Whiskey is made at
Ireland’s oldest working distillery in Co.
Antrim, Northern Ireland.
This is at the heart of all BUSHMILLS
Whiskies and creates a unique combination
of smoothness and richness.
The brand portfolio includes six multi-award
winning whiskeys: BUSHMILLS Original,
BLACK BUSH, BUSHMILLS 10 Year-Old
Single Malt, BUSHMILLS 16 Year-Old
Single Malt and BUSHMILLS Malt 21 Year
-Old Single Malt. BUSHMILLS is the only
distillery in Ireland to make triple-distilled
Malt Whiskey.
The cornerstone of our family, it’s a blend
of our own triple-distilled malt whiskey with
a lighter Irish grain whiskey.
It is an approachable whiskey with a rich,
characterful taste of fresh fruit and vanilla.
Nose: Light fruity and spicy aroma. Vanilla
note developing into vanilla ice cream and
crème brulée.
Palate: Gently warming, mouth-coating
texture. A touch of honey and sweetness.
Finish: Crisp, fresh finish, with a touch of
spice.
This is Baileys
How does the most powerful flavoured spirit
2
brand in the world find its way from cows
grazing in the verdant fields of the Emerald Isle?
The unique blend of fresh Irish dairy cream,
the finest spirits, Irish whiskey, sugar and
chocolate flavour makes Baileys Original Irish
Cream the definitive Irish drink.
Its success is attributed to its unique flavour.
Because we only use the freshest Irish dairy
cream, it means the flavours slowly seep into
your mouth.
On your first sip the initial flavours are released
onto your taste buds. But as the temperature
of the Baileys rises, the flavours continually,
change resulting in a symphony of flavours.
Vital statistics
• Launched in November 1974
• Sold in more than 160 markets
• Has the largest market share of any
cream liqueur brand in the world
• The World’s No1 selling liqueur
• The 7th largest selling global premium spirit
1
of any kind
1
1
2
Impact Magazine, Feb 2008
Intangible Business 2008
KILKENNY IRISH BEER
Ruby red and Irish in tradition
•Kilkenny is an ancient abbey and an Irish town
For you
•Kilkenny is also the name of a red Irish beer, ruby
•A unique “red” beer with strong Irish and
red in colour
quality credentials
•Kilkenny has a unique taste,
•A premium price/margin
unmistakeable silkiness
For your guests
Kilkenny exists in 2 variants
•A touch of Irish culture – in red!
•“Nitrogenated” – like GUINNESS a unique mix
®
of nitrogen and carbon dioxide helps create a
smooth creamy head
• A classic original Irish ale for the Off-trade
in bottles
SMX
Experience. It’s what you do with it that counts.
REWARDING TASTE
CR
AFTED
OVER 250 YEARS
THAT’S ORIGINAL.
MADE OF MORE
Source data
1. Market Measures Ltd. Online Study of 1019 UK beer drinkers Jan 2009
2. Diageo Internal research Jan 2009. Total beer category uplift based on
POS data sourced from CGA Strategy Brand Index & Raw Data Feeds
comparing a sample group (309 outlets which received a Guinness
Quality call in 2008) vs. a control group (taken from 933 outlets which
did not receive a call in 2008 but reflect the sample group in terms
of demographic, geography, outlet type, size and have similar trends
over months prior to the call). Uplift statistic accounts for EPOS sales
6 weeks prior to the Quality Team visit vs. 6 weeks post the visit (time
periods used for the control group are reflective of the corresponding
period for the sample group).
3. TNS Alcovision to year ending Sept 2008
4. GUINNESS internal qualitative consumer research
– The GUINNESS consumer, March 2008
5. Cask Marque Survey Published in the Morning Advertiser based on a
10 tap outlet selling at £2.50 per pint
6. Brewlines Survey 2008
7. Nielsen Pubtrack 2007, Guinness Draught % uplift St Patrick’s Day
week 2007 vs previous week
8. Diageo Business Intelligence Report, April 2010