Global Guinness sales up 2%

70% of Guinness is now exported out of Ireland.
70% of Guinness is now exported out of Ireland.

Strong exports of Guinness, Baileys and Bushmills in the second half of 2012, saw 70% of Guinness and 90% of Baileys exported, according to David Smith Diageo Ireland’s Country Director.



8 February 2013

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Global Guinness sales in the six months to December 31st 2012 grew by 2% net with growth in the ‘faster growth’ markets up by some 7% with it achieving net sales growth of 15% in North Asia and Indonesia.

However the brand witnessed a 1% net sales decline in the more developed markets with Europe, the UK and Ireland continuing to be “challenging with continuing tough trading conditions”.

“Guinness held its share at 32% and our spirits business held its share at 36%,” he stated.

With global sales of Bushmills showing double-digit growth, the brand also performed well in Ireland with a net sales increase of 28%.

“This strong growth was driven by the global ‘Bushmills Live’ campaign, participation in key category activities such as the ‘Whisky Festival’ and the launch of Bushmills Irish Honey,” he stated.

Bushmills also performed well in Russia and Eastern Europe, where net sales growth was 49%. The brand also saw a strong performance in North America, where net sales were up 13%.

Continued price discipline on Baileys resulted in an overall net sales increase of 1% as a net sales decline in Western Europe was offset by a 38% increase in Africa, a 6% increase in North America and 10% growth in Asia Pacific.

“We hope that our €153 million brewing investment project at St James’s Gate will ensure exports become even stronger in the future,” concluded David Smith, “Despite tough market conditions we remain committed to the Irish market and we are investing in supporting pubs and building our brands including the sponsorship of over 40 Irish sports, music and cultural events”.



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