Guinness has a chilled future

An Arken product story

Edited by the Marketingweek Marketplace editorial team Aug 20, 2007

Diageo, the brand owners of Guinness, are witnessing a steady sales increase following the introduction of chilled 'Beacon' units, created by POP expert arken.

Code named 'Project Beacon' the concept was to create an in-store display icon for the brand, which would remind consumers to drink Guinness at home, as well as acting as a 'Beacon' to draw them to a perfectly presented and chilled display of the product.

Whilst conveying a point of difference for a retailer's store, the display also jolts consumers into re-appraising the brand, and securing high branded visibility in store.

Every version of Beacon unlocks the sales potential of the in-store environment, by leveraging two key sales drivers for Guinness; namely excellent visibility and chilled availability.

Beacon, created by POP company arken, offers its own chilled space for the brand, thanks to the integrated fridge in the centre of the unit, allowing chilled Guinness to be located closer to the consumer traffic flow and main shopping aisles than would otherwise be the case.

The unit is designed as a fixture end display, but can also be positioned within the retailers' current BWS shelving run, if required.

One major retail chain is quoted as saying: " Fantastic visibility for Guinness and early indications would be it's turning round the Guinness sales; other suppliers will have to raise their game to match Guinness".

An interchangeable graphic panel above the fridge is incorporated to facilitate promotional/seasonal messages.

The back panel of the shelving system and overhead structure is modular to allow the height to be varied dependent on retailers' ceiling restrictions.

A single and double door version of the fridge are offered to maximise the available space in store.

"Its amazing customers are switching brands and picking up Guinness just to get cold beer, we'll definitely notice an improvement in Guinness sales", said the manager of the most recent store to be fitted with the unit.

Guinness and retailers alike are pleased, not only with the category sales uplift and repeat purchases that the unit is generating, but also with the increased consumer perceptions of both brand and store quality, thanks to the high quality design and construction of the Beacon unit.