Brief description of the company

Diageo is one of the alcoholic companies, based in the United Kingdom, and provide consumers with the broad specter of different alcoholic drinks categories. One of this brands is Guinness (Diageo official page, 2016). Guinness – is an Irish beer brand, which is producing since the 1759. It is developing through the time and right now there are 12 different types of Guinness beer (Guinness, official page, 2016).

Customers: Market size

Diageo is producing not only beer, but the part of beer, and exactly Guinness, takes a quarter of all the net sales of a company, in money equivalent it is around £2 billion per year. Also Diageo is selling over 2 billion pints of Guinness in one year in more than 150 countries (Diageo official page, 2016). Exactly in Ireland, the Diageo employs over 2,000 people, but if we are also counting people who are employed indirectly, so overall there are over 22000 people (Celtic countries, October 26). In the last financial year, the increase by 5% in sales all over the world of Guinness was seeable and in the last 5 years of business the increase was by 6% (Diageo official page, 2016).

Guinness and political situation

Based on the political situation in the end of 20th century, there was the re-branding of the Guinness beer. It was some kind of marketing strategy, which aim was not to lose customers and not to connect Guinness brand with the bad political situation in the Northern Ireland, that is why in 1982