Gener8’s eReceipt data and validated surveys enable deep analysis of consumer purchase preferences
Guinness, the iconic Irish stout known for its rich, creamy texture and distinctive dark hue, has become synonymous with Irish culture and tradition. But what truly sets a pint of Guinness apart isn’t just its unique flavour; it’s the ritual of pouring it. The process is almost an art form, with the famed "two-part pour" technique that results in the perfect pint. From the first pour, which creates a cascade of bubbles, to the final touch of a creamy head, each step is essential to unlocking the full character of this beloved brew.
But how can the act of pouring the perfect pint of Guinness influence consumer purchase behaviour? At Gener8, we thought it would be interesting to dive in and investigate.
Guinness has found a special place in the hearts of Gen Z, thanks to its rich heritage and unique flavour profile. This generation values authenticity and is drawn to brands with strong narratives, for which Guinness is perfect with its storied history dating back to 1759.
We can observe this trend by looking at the Gener8 eReceipt data, which confirms that Gen Z index highly across Guinness when compared to overall beer purchasers.
Furthermore, we can also see a strong preference for Guinness vs. other beers amongst students.
But what is driving Gen Z’s and student’s love for Guinness?
One key driver is the rise of the “perfect pour” trend on social media, highlighted by ‘Guinness Guru’ content creators and viral Instagram pages like ‘Sh#t London Guinness’ which has amassed 250k followers.
This arguably made Guinness a favourite among Gen Z, who value both aesthetics and authenticity in their beverage choices. This generation is drawn to the ritual of pouring a pint, as it offers a hands-on experience that contrasts with the convenience of ready-to-drink options. By showcasing the skill and precision required to achieve the perfect pint, Guinness has successfully tapped into the social media-savvy culture of Gen Z, creating a sense of community and connection around this time-honoured tradition.
Whatsmore, given that Gen Z purchasers of Guinness were much more likely to say that social media influences their purchase decisions in the Gener8 validated survey (see below), perhaps it's no wonder that Gen Z and students have become fans of Guinness following the success of the "perfect pour" social trend?
We utilised Gener8's eReceipts dataset and validated survey responses to uncover behavioural insights behind Guinness consumption. Gener8 Labs’ complete data and insights solution empowers media and marketing businesses to find actionable consumer and market insights, using our unique, consented, first party panel data sets that are all connected around one user ID.
Discover how you can power your decisions and gain a competitive edge from our behavioural truth set by contacting us today!
