s global market positions in beer, wines, and whiskeys. The company's Guiness brand stout and Johnny Walker brand scotch whiskey are instantly identifiable names around the world.
Guiness PLC is presented with several opportunities. The North American beer market is increasingly demanding quality imported brands, and several Guiness brands--Bass, Guiness, Moosehead, Pilsner Urquell, and Dos Equis--are benefiting from this trend. Sparkling opportunities are opening up for the company's premium whiskey brands in Asia where business professionals are willing to pay up to $500 per bottle to be able to serve clients the scotch of their choice.
A major strategy implemented by Guiness PLC in light of the problems associated with declining alcohol consumption in North America is to revise the value/price relationship for whiskey products. The company is also introducing two new premium lines of its Johnny Walker brand scotch whiskey. Guiness is also introducing into the North American market a new Pub Draught Guiness to exploit the trend favoring high quality imports.
The strategy revising the value/price relationship for whiskey products has worked well. Sales of Guiness whiskey brands have increased 32 percent in North American markets since the implementation of the strategy. The beer-related strategy is also working, as the company's stout sales in North America have increased by 25 percent the implementation of the strategy.
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