Brand Trust | Market Measures
The rising visibility of Black Heart on social media platforms and in online search results is noteworthy within the stout industry. Although both Guinness and Black Heart can live happily alongside each other in off-trade, it is difficult to envision pubs stocking two varieties of stout in the on-trade sector.
Various competitors to Guinness have emerged and disappeared over time. Murphy’s Irish Stout, for instance, was once widely available in numerous pubs across the country. However, few competitors have come to the table with BrewDog’s credentials.
Landlords and pub chains will be faced with the choice of sticking with what they know sells (Guinness), or switching to what could potentially generate higher sales (Black Heart). Tough decisions ahead.
A Market Shake-Up
For those pubs brave enough to take a punt on Black Heart it will be fascinating to see the expressions of seasoned Guinness drinkers when they’re told Guinness is no longer an option. Give Black Heart a go, or go somewhere else to find a Guinness? It may well depend on whether Black Heart is any good. A quick straw poll around our Winchester Market Measures office suggests it is not too bad!
Diageo could benefit from closely monitoring Black Heart’s adoption in the off-trade sector to assess its scale and determine if Guinness drinkers are enticed to make the switch. It may also be intriguing for Diageo to observe on-trade choices, gauging whether landlords and pub chains are influenced by the appeal of offering something distinct. Naturally, these things take time so it will be fascinating to see whether we have another Microsoft vs Apple moment or more of a Coca Cola vs Virgin Cola one? Or is Black Heart just another drink in a world stuffed full of choice?