Great Taste,
Stale Channels
Guinness had a legendary product and loyal fans — but here’s the not-so-bubbly truth:
Meanwhile, consumer behavior was shifting fast:
People weren’t just buying beer — they were buying moments.
And Guinness wasn’t always there when that moment happened.
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Project Title
From Cold Beer to Hot Demand: The Sales Channel Overhaul
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Client
Guinness Nigeria
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Year
~ 2024
The TSC Approach:
We walked in with a chilled mindset and a sharp strategy:
“Stop selling beer. Start selling experiences — through the right channels, at the right time.”
Step 1: Audit the Journey – Find the Gaps Before They Spill
We didn’t just look at numbers — we looked at nights out, weekend plans, and TikTok trends.
What we found:
The biggest issue?
No single, seamless customer journey.
Just disconnected sips along the way.
Step 2: Rethink the Sales Channels – and Make Them Irresistible
We rebuilt Guinness’ channel strategy from the bottle up:
Now, whether a customer visited RR Center online, walked in physically, or called in — they got the same quality experience: helpful, human, and high-converting.
Step 3: Elevate the Customer Journey – Not Just the Consumption
We didn’t just want people to buy Guinness — we wanted them to feel like they chose something legendary.
So we:
Even the retailers got a glow-up — with new sales playbooks, digital POS materials, and branded fridges that scream “cold starts here.”
The Results
Conclusion
Guinness didn’t need louder ads.
They needed smarter channels, warmer journeys, and a cold one always within reach.
With TSC’s strategy, Guinness didn’t just pour — it flowed.
Because in today’s world, “Who’s drinking?” is less important than “Where and how did they find us?”
And thanks to TSC, the answer is now: everywhere, effortlessly, and with a smile.
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