AYANA: ANYWHERE. EVERYWHERE. YOU.’s Post

⚽"Lovely Game for a Guinness"⚽ Guinness has made waves by launching its largest global campaign ever, becoming the official beer and non-alcoholic beer partner of the Premier League! 👀 After securing a four-year deal, the iconic brand is stepping into the world’s biggest football stage, reaching 920 million homes across 189 countries. As Guinness embarks on this journey with its "Lovely Game for a Guinness" campaign, it will be interesting to see how media influence can shape consumer choices—potentially driving a shift from traditional beer options to Guinness. 🌍 With strategic activations planned across 70+ countries, this partnership has the potential to redefine beer’s association with football globally. At Major Players, we collaborate with top agencies working with leading alcohol and beverage brands. If you're looking for new opportunities in Client Services or Strategy feel free to drop me a message on here or email - hayley.dalton@majorplayers.co.uk Cheers! 🍻 #Marketing #MediaInfluence #Guinness #PremierLeague #ClientServices #Strategy #Branding #Design

Beer Committees - A Cornerstone of Governance I’ve been thinking about a conversation with a Beer Committee friend at a rugby club. You can’t underestimate how important that role is. - you are there the fulfil the club mission (keep beer drinkers happy to generate the profits that keep the club running) -collectively making good decision is challenging (agreeing on beer choices and prices where opinions run deep requires skillful negotiation) -monitoring and evaluation (you live with the consequences of your decisions every time you stand at the bar, and people tell you exactly what they think) People preforming governance activities exist in lots of communities. Doing lots of effective governance, but it’s not spoken about as ‘governance’. It’s worth looking at what already exists. Beer Committees might be a good place to start. Here’s a story about it ⬇️

🏟️🍻 Summer 2024: A Strategic Window for Beer Sales! 🍻🏟️ As we reach mid-July, the malt supply chain is already seeing the benefits of the seasonal increase in beer consumption. This year, two major sporting events—the UEFA European Football Championship in Germany and the upcoming Paris Summer Olympics—are poised to further boost beer sales, even with the initially disappointing weather. The football tournament in Germany alone could add up to a 5% increase in beer sales, a boost reminiscent of the 2006 World Cup. This surge is driven by fans gathering in pubs, restaurants, and homes to watch the matches. Additionally, the Paris Olympics will highlight non-alcoholic options through a sponsorship agreement between the IOC and ABInBev, showcasing a strategic focus on responsible alcohol consumption. For detailed insights and analysis on how these events impact the malt supply chain and beer industry, subscribe to RMI Analytics GmbH's comprehensive journals. Stay ahead with data-driven insights that help you navigate and capitalise on market trends. Here's to a summer filled with thrilling games and responsible enjoyment! 🍻⚽🏅 #BeerSales #Summer2024 #UEFA2024 #ParisOlympics #ResponsibleDrinking #SportsMarketing #BeverageIndustry #NonAlcoholicOptions #ABInBev #CheersToSummer

📰 Check out this insightful article from the Financial Times about how the soaring popularity of Guinness has contributed to record profits for pub group Young's. It's great to see a traditional favorite like Guinness making such a significant impact in the industry. Cheers to Young's for their success! 🍻 #Guinness #pubs #FinancialTimes https://ift.tt/ADR4F6P

Fortune are reporting on all things no & low presence at big sporting events like this year's Paris Olympics and it's Corona Cero sponsorship. What beverage is in your hand in front of the big sporting screens this summer? "Looking to cash in on the changing tastes of fans, Big Beer is finding sponsorship success on sports’ biggest stages. The Paris Olympics will make history as the first of the games to have a beer sponsor: Corona Cero, which contains no alcohol. Produced by the world’s largest brewer Anheuser-Busch InBev, Corona Cero was developed two years ago as a way for the beer giant to tap into nolo beers’ $13 billion market. 🍻 There are already signs of beverage companies finding competition of their own in the world of sports. Carlsberg is positioning its alcohol-free beer Tourtel Twist as the Olympic Games’ nolo beer-of-choice." https://lnkd.in/eJv9-Mkg https://lnkd.in/eC5Nm44e

AB InBev will become the Olympics first beer sponsor at the worldwide partner level, with a deal that will see it lead with its non-alcoholic beer, Corona Cero, starting with this year's #olympics 🏅 in 🇫🇷 France. Corona Cero will be the official beer sponsor of the Olympic Games until 2028. It’s a deal that will span three Olympic games: the upcoming summer games in Paris this year, the Milan 2026 winter games, and the LA summer games in 2028. The deal also includes marketing rights for the Paralympic Games. It’s the first time a beer brand has been a global partner sponsor of the games, something the company describes as a “step change” for the beer industry. This sponsorship echos that of Heineken 0.0 and its sports sponsorship, such as F1 racing, where the alcohol free brand offering now leads out on global sports sponsorship and associated brand investment. #Olympics #abinbev #coronacero #alcoholfree #zeroalcohol #beer #heineken #sportsbusiness #sport #olympics2024 #paris #paris2024 Lars Jensen Kristof König Paul Villis Carol Dunne Gwyneth Kelly Marc LEJEUNE Jean-Philippe Delforge Mark Allen Sheelagh Pentony Gilles Halotel Jim Watson Bourcard Nesin Francois Sonneville David Deeley Nina Riggins Sophie TUDOT Wayne Donovan Barbara Lezzer Elizabeth Horvath Farrah Gilsenan Will Keating Thomas Hahlin Ahlinder Leigh-Anne Vaughan John Savage

As we head towards the Christmas holiday, a lighthearted one from the folks at Guinness. Love the simplicity, particularly in terms of the relatively low lift/risk in the execution and the high social (and beyond) ROI potential. #brandmarketing #brandcommunications #marketing #pr #strategiccommunications

Talking about free Marketing - let the customer leave your footprint

Saw a clip of Richard Osman's podcast where he says you can tell what the predominant social vice of the time is by looking at sport sponsorship. As a teen, I clearly remember Top Tier football teams with great big Carlsberg, Holsten Pils, Newcastle Brown and McEwan's Lager logos on their shirts, so beer and football were firm friends. The BFFs of football and beer seem to have had a BFO - Big Falling Out. It's been decades since you could have a pint while watching football in the ground and sponsorship is now chiefly from 1.6m different types of gambling and betting websites. The announcement that Guinness is now the official beer of the The Premier League seemed (to me) a little out of place. Firstly, I'd kind of forgotten that an 'official beer' existed, only to be reminded that it was Budweiser - which in itself doesn't seem like the right fit. Secondly, Guinness is for rugby, lager for football. It's categorically down to the sponsorship, which worked a treat on me because my youth was spent drinking lager, watching the Carling Premier League and had to develop a taste for both Guinness and rugby - which likely explains why I've always viewed Guinness as a bit posh. We all know rugby is a posh sport - it's got 15 men to a team because posh people can afford more friends (classic Al Murray gag) and the mental link between Guinness and rugby being almost exclusive probably isn't that unusual for people my age and above - although feel free to tell me in the comments if I'm wrong. Targeting people younger than I also seems a little odd, given the famous trend of people in their mid-30s and below drinking less than any generation previously. The big benefit for Guinness is actually probably outside the UK, reaching a global audience and trying to cement in a huge effort by Diageo to lift the Guinness brand. That said, the top flight of the English game has been steadily getting out of reach for the majority of fans for a long time - when ticket prices started going up and fans could only hope to see all their team's games with a subscription to four different satellite sports packages, maybe football became a posh man's sport too, which makes it the right fit for right now. https://lnkd.in/e9G_wR2T

Finally, after 260 years, according to thousands of #beer drinkers on Untappd, there is an alternative that's more delicious than Guinness. So what do you think #Guinness (#Diageo) should do? https://lnkd.in/eqKUaYSG #LondonBlack #craftbeer #managementconsulting