Guinness to ‘phase out’ Bitter brand

Guinness Brewing GB is planning to let canned Guinness Bitter “wither and die” after an internal review of its brand strategy, according to sources.

Support for the take-home bitter brand, which was launched in 1991 under the original name Guinness Draught Bitter, will be cut due to disappointing sales, say insiders.

A source close to the company says: “Guinness is not going to make a song and dance about it, it is just going to wind it down. It was a mistake to use the Guinness brand name, which is the generic name for stout, on a bitter brand.”

But a Guinness spokesman denies any plans to axe the drink. “The amount of support it will receive in 1998 is still under discussion.” Guinness says there has been no TV ads for the brand since about 1994.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here