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

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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

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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.

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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

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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

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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

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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.

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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.

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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.

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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.

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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.

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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

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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.

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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

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“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®.

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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 “

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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.

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• 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

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Trouble shooting guide

Important - always check the nozzle before looking for any other faults.

KEG

HYGIENE

TEMP

GAS

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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.

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Guinness Brand Catalogue - October 2013

363 ESSENTIALS

QUALITY

• Disruptive glass shape • Branded glass

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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

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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