Une petite histoire de la marque Guinness

Résumé du document

Arthur Guinness was born in 1725. His family was not poor and in 1759 he acquired a brewery property overlooking the Liffey River near St. James' Gate. Arthur Guinness was an early member of the Dublin Society, an organization that promoted the improvement of domestic industry and agriculture to the benefit of the oppressed majority. Though he was a strict member of the Protestant Church of Ireland, he is recalled as having been fair and respectful of his mainly Catholic workforce. He managed to convince his majesty's tax collectors that it was to their financial advantage to encourage rather than penalize the Irish brewing industry.

Extraits

[...] In Ireland, an English rule had been firmly established. With this, a class system had been imposed which favored Protestants over Catholics, and people with English, rather than Celtic lineage. It was against this backdrop of political and social events that Arthur Guinness was born in 1725. His family was not poor and in 1759 he acquired a brewery property overlooking the Liffey River near St. James' Gate. Two years after setting up a shop in Dublin 36-year-old Arthur Guinness married 19-year-old Olivia Whitmore a most eligible young woman. [...]

[...] I will stop here for the old history of Guinness, and Ireland. Arthur died in 1803. I'm only going to dwell on certain topics, and not explain the generations who succeed to Arthur, until the postwar times. II ) The birth of a brand The GIGFY years (Guinness is good for you) During the first dozen years of the twentieth century, Guinness experienced a great deal of growth not only in its home markets but around the world. Indeed, Guinness had traveled to the ends of the earth. [...]

[...] Beer was a part of daily diet of Egyptian Pharaohs. Having been brewed at the birth of civilization in the regions surrounding the Mediterranean, the beverage grew up with that civilization. For example, beer is mentioned by Xenophon and Aristotle. Thus the Greeks later taught the Roman civilization the process of brewing, who in turn later taught the early British/Anglo-Saxons tribes. Brewing, like wine making, was practiced in the lands whose shores were washed by the Mediterranean, but it was also practiced in Europe's northern latitudes. [...]

[...] It was expected that the agency puts its nose to the grindstone with some market research to figure out why people enjoyed theirs pints of Guinness. To nobody's surprise, the almost universal finding was that people said they felt good after a pint of stout. http://www.youtube.com/watch?v=8qyFipwkPdQ (Old Add called After Work Farm 1966) The agency wrote to thousands of UK doctors asking for their comments. And thousands of replies came back assuring them that Guinness was good for just about any ailment known to humankind. [...]

[...] The agency sent free Guinness to hospitals. You could get Guinness until very recently if you donated blood or were pregnant or recovering from an operation in hospital. http://www.youtube.com/watch?v=cq2sxVbAbTA (GIFGY Kangaroo - 1955) John Gilroy produced Guinness animals such as the sea lion, toucan and ostrich for his goodness, my Guinness” posters. In the early 1960s, Guinness tested pigs with unsuccessful. SO Guinness let four decades of heritage. Diageo, Guinness and the globalization In the two-thousands, Guinness has made his first global advertising campaign since the thirties. [...]