GREAT LOOKING, GREAT TASTING GUINNESS®

Business Opportunities

PLEASE ENJOY GUINNESS RESPONSIBLY. GO TO WWW.DRINKiQ.COMThe GUINNESS and MADE OF MORE words, HARP device and associated logos are trade marks © Guinness & Co 2014.

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GUINNESS® can add value to your business

Other Diageo products

GUINNESS® support for you

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The product

The dispense system

Hygiene

Glassware

Serve

Contents

5C’s:

Visibility upgrades

Problem solving

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GUINNESS® Quality Checklist:

Product

Spec. on Entry Temperature

Spec. on Entry Headsize

Spec. on Entry Flavour

Dispense System

Abstract Fount

Nozzle clean / clear / soaked

Cooler clean and maintained

No. of Taps vs Volume

2-part pour

Hygiene Lines clean / blitz / 7-Day cycle

Coupler clean

Glasses Branded GUINNESS® glasses

Renovate

Other POS

Troubleshooting

Outlet Contact:Location: Name: Number:

Additional Information:

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Great looking, great tasting GUINNESS® adds value to your business

How do consumers choose outlets?

• 86% tell us beer quality is THE most

important factor in their choice of outlet

(more so than atmosphere, price, location

or friendly staff).1

How do consumers assess beer quality?

“Serving GUINNESS® correctly is the best

indicator of a quality pub/bar”.1

What factors do consumers use to assess GUINNESS® quality?

Temperature, head size & flavour are the

key indicators consumers use when assessing

GUINNESS® quality.

Get them right and you will sell more!1

Making sure your staff serve great looking,

great tasting GUINNESS® can increase your

sales by 8% per year.6

Great quality GUINNESS®

is an important partof consumers’ choice

as to where they drink!1

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GUINNESS® consumers also:1. Visit pubs more frequently than

the average beer drinker.2

2. Influence the choice of pub to visit

when in a group of friends.1

3. Drink other premium brands in

addition to GUINNESS® Draught.1

Great looking, great tasting GUINNESS® adds value to your business

GUINNESS® consumers will spend more on food and drink per occasion than the average beer drinker.2

GUINNESS® consumers believe that the staff and

management are responsible for the quality of the pint.1

GUINNESS® consumers are Highly Valuable Customers• Visit pubs more often

•Drive more sales

• Increase profits

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Build a reputation for quality

Getting quality right enhances the pub’s reputation andincreases footfall.

A recent quality drive in a large pub group,

saw an increase of 15% in GUINNESS® sales

with no steal from other products.3

•GUINNESS® Draught is a flagship

brand in a pub - serve a great pint and

consumers will know it’s a great pub and

great pubs get talked about!1

•30% of consumers will avoid a pub if the

quality of the pint is poor.1

•27% of consumers will leave if they do not

receive a good quality pint.1

•31% of beer drinkers say that a well-

served pint of GUINNESS® Draught is the

“best indicator of a good quality pub”

significantly outscoring ALL other types

of beer.

Make your pub the Number 1

choice for GUINNESS® drinkers

by serving a great quality pint.

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What GUINNESS® serves up for you

How it worksServing GUINNESS® Draught the way consumers want it, increases profit and traffic:

• 70% higher income than European medium. • Decide the pub or influence the decision

on 98% of visits.

• Drink with 2-3 friends 77% of the time. • Spend amount increases by 75% when

food is available.

• Average spend of E18 on drinks per visit.

Save money with the 5cs Set the 5C's of the draught system to the GUINNESS® standard tomaximise profits on every pint and minimise wasted beer.

Sell more beer26% of GUINNESS® drinkers will stay longer and spend more money on drinks.

Bring in more customers4-out-of-5 patrons will return more often. Three-quarters will recommend the pub to 9 friends.

Increase profits with foodRegular GUINNESS® drinkers and their friends will drive up profits from food (43% check where GUINNESS® is served).

GUINNESS® is the lighthouse brand for pubsAttract more GUINNESS® drinkers – draught quality is the number 1 factor in choosing which pub to visit.**

€-12profit/week/keg*

€17profit/week/keg*

€12profit/week/keg*

€4profit/week/keg*

*Pent Consumer Research 2007 **Industry Estimates 2007

GUINNESS® drinkers are highly valuable:

How to profit with great GUINNESS® Draught

PROFIT OPPORTUNITY ESTIMATED PROFIT (€)*

CALCULATION ASSUMPTIONS

C1 Gas Mix 6 Euro/Keg 10-15% of keg wasted as staff pour off foam/beer then top up glass

C1 Gas Pressure 6 Euro/Keg Glass with thin head due to low pressure contains 43ml more beer

C2 Temperature 6 Euro/Keg 10-15% of keg wasted as staff pour off foam/beer then top up glass1 Note waste on draught ales/ lagers (not included)

C3 Clean beer-lines & nozzle ‒ Minimal short-term cost. Can lead to early line replacement costs and emergency call-outs

C4 Tulip shaped pint glass 12 Euro/Keg Example: serving a 500ml glass instead of 400ml glass increases your profit by €12/keg

C4 Beer-clean branded glassware

‒ Minimal short term cost. Can lead to higher glass replacement cost

C5 Crafted presentation 4 Euro/Keg GUINNESS® Draught served with 1-shot pour contains 28 ml more beer due to thinner head2

Immediate Sales Impact 18 Euro/Keg 12 GUINNESS® drinkers each order ONE more 568ml pint price €4 71% gross margin (47 drinkers per keg 4 x 26% who spend more)3

More Frequent Visits 12 Euro/Keg 3 Guinness drinkers per month will make ONE additional trip to the pub with friends, spending €16, 71% gross margin (47 drinkers per keg4 x 82% who visit ONCE more in 12 months)3

More Customers 12 Euro/Keg 1 friend each week will act on recommendation and visit the pub, spending €16 on drinks (with their friends), 71% gross margin(47 drinkers per keg4 x 72% tell 6.5 friends who visit recommended pubs once in 12 months)3

Increase Food Salesfrom above

4 Euro/Keg Customers making more frequent visits and new customers above will order food, where served (43% of check, 50% gross margin)3

*based on a 30l keg

Source data 1. Industry Estimate 3. PERT Consumer Research 2007

2. DGCE Estimates 4. 2 drinks per pub visit, 93 servings per keg

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The 5 C’s quality standards for serving great looking, great tasting GUINNESS®

There are 5 C’s to follow to ensure you serve your customers great looking, great tasting GUINNESS® which, in turn, means they’ll serve you great quality profits. We’ve laid them out as clearly and simply as possible, but it’s essential you follow them to ensure great looking, great tasting GUINNESS® – pint after pint after pint.

Quality is a partnership that runs from Dublin to your outlet

1 Correct Gas

2 Correct Temperature

3 Correct Hygiene

4 Clean Glass

5 Crafted Serve

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C1. Correct Gas

• Check best-before dates on delivery.

• Rotate stocks because fresh

beer tastes better

- use a keg tag.

• No GUINNESS® no sales.

Check stocks weekly.

•The optimum storage temperature to

keep GUINNESS® fresh is 10 to 12°C.

• It takes 24 hours to change and chill

an 30L keg.

• 80% of consumers feel the correct

temperature contributes the

most towards making a really

good quality drink.1

Gas:

• Only mixed gas will do!

30%/70% for normal use.

20%/80% for below 8°C.

40%/60% for above 26°C.

• Safety first. Handle high pressure gas

bottles carefully and secure to the wall

at all times.

Tip:

Remove the O-ring and restrictor plate

from GUINNESS® nozzle whilst cleaning to

increase flow and prevent blockage. Store

parts in GUINNESS® nozzle safe.

The correct gas and pressure ensures that every pint is perfect and the head size is not flat or too foamy. This guarantees that the customer enjoys the wonderful roasted flavour of GUINNESS® Draught.

Retaining Washer (O-ring)

Restrictor Plate

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Retaining Washer (O-ring)

C2. Correct Temperature

GUINNESS® consumers are captivated by the ritual of the pour. Site the font where customers can enjoy the ritual as well as

the great taste, and they will come back again and again.

Changing from T-Bar to fount will improve:

•TemperatureConsistency

•Visibility leading to more sales.

The dispense system (including the cooler)

is designed to deliver consistent great

looking, great tasting GUINNESS® even at

the busiest of times.

Balancing taps with volume will maintain

quality and cut down waste, saving you

money.

Too many taps could decrease the average

tap throughput and leave beer sitting in

the line, leading to poor quality GUINNESS®

beer.

Quality improves when the throughput

increases.

Keeping cooler grilles clean and free of obstructions will maintain

the cooler’s efficiency helping you to deliver great GUINNESS®.

Storage Temperature: 10oC - 14oC.Dispense Temperature: 5oC - 8oC.

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Cellar Cold Cellar

Bar

GUINNESS® fontKeep clean.

GUINNESS® TapRemove nozzle and soak every night.

Remote Cooler

Underbar Cooler for GUINNESS® Extra ColdKeep grilles clear and clean, for efficiency.

GUINNESS® keg Rotate stocks - fresher is better.

Cleaning systemClean GUINNESS® lines every 7 days.

Mixed Gas30% CO2 and 70% Nitrogen.High pressure - keep secured.

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Outlets only cleaning beer lines quarterly see

a 9% decline in sales caused by a yeast and/

or bacterial infection that produce off tastes,

bad odours, plus a high and brown head.5

Daily tasks A simple piece of dried beer can drop into

the glass from the nozzle, spoiling the look

of the unique GUINNESS® head and

enjoyment for the customer.

1. Soak the nozzle in warm water at the end

of each trading session.

2. Rinse the nozzle in fresh water.

3. Reconnect to tap.

4. Make sure the tap is kept clean.

Outlets cleaning beer lines every 7 days see an increase in their beer quality which in turn increases overall sales.11

C3. Correct Hygiene

Basics for staff Don’t touch the

top of the glass.

Don’t touch the glass

with the nozzle.

Don’t let the nozzle

touch the beer.

High heads cause wastage,and a filled drip tray once a day could cost you as much as €21k

per year in lost sales.5

Retaining Washer

Restrictor Plate

Flow Straightener

Nozzle Body

1. Remove the nozzle and soak in warm water.

2. Always flush out all traces of beer with cold, clean water.

3. Add recommended amount of approved

detergent to fresh water and pull through

until system is charged with solution.

4. Leave to soak for 20 minutes, opening

the tap at least once to improve the

effectiveness of the cleaning process.

5. Disconnect the cleaning solution and connect to fresh water supply.

6. Always flush out all traces of detergent with fresh, cold water (minimum 5 litres /1 gallon).

7. Clean keg coupler with hot water and re-tap to the keg, (bleed fob detector if installed) and re-fit the nozzle to the tap, ensuring plate is clean and holes clear.

Delivering a great pint of GUINNESS® Draught relies on you cleaning your lines every 7 days, so you’ll avoid off flavours and increase profits by driving rate of sale.

Tip:

Remove the GUINNESS® nozzle while cleaning to increase the flow and prevent blockage.

Guide to line cleaning

The industry standard is to clean the lines every 7 days:

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4. C4 Clean Glass

A glass that is not clean will have grease and oils left on the inside, which affect the head formation, head retention and causes poor taste and smell.

Dairy products such as milk and butter are the main cause of oily residues leading to

poor presentation.

• Ensure there is enough glassware for busy sessions.

• Allow glasses to dry on racks or plastic matting.

• Keep glass washers for glasses.

• Use “Renovate” every month or as required to keep glasses in great condition. If you wish to purchase some, please contact your local Guinness Distributor.

A cool, clean, dry, GUINNESS® branded glass every time is critical to the presentation and taste of a quality pint of GUINNESS® Draught.

Proton contact details: www.proton-group.co.uk, +44(0)1924 892834

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Benefits of the new glass

THE GLASS:• A distinctive evolution of the iconic Tulip

glass that all our consumers would be

happy to be seen drinking from.+

• Thicker glass to retain temperature in glass longer.

• Ensures the surge and settle for the perfect pint of Guinness.

• Quality: 94% of consumers believe the pint

looks high quality in the new glass.+

+ Link consumer strategies, 2009

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1Use a

clean, cool,branded glass

2Always use the 2-part pour.

Pour at 45º until 3/4 full

3Allow time

to settle

4Top up by pushing the handle

away from you, leaving a15-21mm dome-like head

5Presentation

• Consumers expect it.

• Helps to produce a great pint.

• Proven to increase sales and profits.3

C5. Crafted Serve for great looking, great tasting GUINNESS®

The 2-part pour is part of the heritage of the GUINNESS® Draught pint.

The first, at 45 degrees, releases a stream of bubbles creating a smoother

flavoured body. The second helps create a dome-like creamy head – bringing

you a truly great looking, great tasting pint.

The GUINNESS® Specification

• Temperature:

GUINNESS® Draught: 5ºC - 8ºC

GUINNESS® Draught Extra Cold: 3ºC ±1ºC

• Head size 15-21mm

• 2-part pour

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“87% of consumers rate the 2-part pour

as very important to a quality pint of

GUINNESS® Draught“.1

“97% of consumers ‘drink with their eyes

before they drink with their lips’ when

evaluating the quality of GUINNESS®“.1

So, insisting your staff use the correct

pour is critical to ensuring that

customers receive great looking,

great tasting GUINNESS®.

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Great GUINNESS® support for you

The brewers of GUINNESS® have a reputation for producing famous, innovative and effective advertising to attract drinkers to your pub.

This support will continue to include:

• Guinness Draft fount and high quality POS.

• Relationship marketing.

• Bar staff and distributor training.

• Focus on quality including quality training

for bar staff and distributors.

Did you know?

• TheweekofSt.Patrick’sDaycandrivean84% uplift in Guinness Sales and a total beer sales uplift of 21%.8

• ArthurGuinnessDayhasalsoproventobeasalesgrowthdriver.

• Arthur's day can be harnessed to increase custom and takings

in your pub in the days and weeks leading up to the main event,

and rival St.Patrick’s Day in terms of festival atmosphere “

6 Golden Rules

Fantastic visibility drives sales

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1. Engage your consumers BEFORE they purchase their first drink.

2. Encourage your bar staff to offer GUINNESS® to your consumers.

3. Consumers need to know the PRICE of a pint before ordering.

4. Great OUTDOOR VISIBILITY drives traffic to your pub.

5. Your visibility HOT SPOTS are the bar area (especially the back bar),

tables and bar staff clothing.

6. Make sure you serve Great Looking, Great Tasting GUINNESS® –

it’s the best indicator of a QUALITY pub.

• GUINNESS® has been established in Dublin

since 1759.

• GUINNESS® is one of the world's few

global beer brands with solid awareness:

80% across Continental Europe*.

• GUINNESS® has an instantly recognisable look:

•AuniquemixofnitrogenandCO2 helps create

GUINNESS® Draught's liquid swirl that tumbles,

surges and gradually separates into a black

body and smooth creamy head.

•Itsuniquelikenootherbeer.

WHY DO WE HAVE A NEW LOOK?• Reputation for serving great quality beer comes

from a reputation for great quality GUINNESS®

- Great GUINNESS® quality signals a great

quality pub.

• This revolutionary new iconic design creates

theatre around the pint pouring ritual, bringing

it back to its rightful place at the centre of the

pub and pub experience.

• It exudes quality and distinctiveness, reassuring

consumers that GUINNESS® is THE distinctive

premium quality offering in beer.

SOURCE: *Millward Brown BTS Data average extraolation - France, Russia, Switzerland, Sweden, Spain, Germant, Italy.

The GUINNESS word, the HARP device and associated logos are trade marks. © Guinness and Co. 201423

POSSIBLE CAUSE

POURING FAULTS

HEAD FAULTS

BEER FAULT

RECOMMENDED ACTIONNO

FLO

W

SLO

W F

LOW

FAST

FLO

W

SPU

RTI

NG

TOO

HIG

H

FLA

T B

EER

POO

R H

EAD

RET

ENTI

ON

TOO

WA

RM

POO

R T

AST

E

GA

S

Incorrect gas mix Change gas & keg

Gas pressure too high Call your account manager

Gas bottle is empty Connect to full bottle

Gas switched off Switch on gas

TEM

P Flash / remote cooler is off Switch flash / remote cooler on

Cooler fins blocked / bent Clean / straighten cooler fins

HY

GIE

NE Glassware hygiene

/ machine faultsContact glass washing machine manufactuer

Line hygiene Clean lines & equipment

Beer out of date Change keg

KEG

Keg is empty Connect to full keg

Coupler is not properly connected

Connect keg coupler

Keg is faultyChange keg / have faulty keg uplifted

Important - always check the nozzle before looking for any other faults.

Trouble shooting guide

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1. Check the Troubleshooting Guide

immediately. It may get you serving

GUINNESS® again quickly.

2. Call your GUINNESS® distributor experts

who will talk you through some

diagnostics. 60% of faults are solved over

the phone allowing the GUINNESS®

to flow again quickly.

3. If that doesn’t work, technicial support is

on hand to help maintain the equipment.

Problems? No problem! Use these steps:

OVER-SIZED HEAD

Cause - Warm

GUINNESS®, dirty lines.

FLAT HEAD

Cause - Old GUINNESS®,

incorrect pressure.

FROG EYES

Cause - Not using

45˚ angle to serve.

BROWN HEAD

Cause - Warm

GUINNESS®, dirty lines.

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•Disruptiveglassshape•Brandedglass •Knowledgeofbrands&

categories•Skillstomakegreatdrinks

& service skill for memorable experiences

QUALITY STAFF

Guinness Brand Catalogue - October 2013

363 ESSENTIALS

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•Hotspotvisibility•Barfonts

•Andbottlesineyeline•Frontofbartheatre

•Menuswithevocative

•Disruptivevisibility•Aritualtoattracttheherd•Communionwithfriends

through ritual •Simpleandscalable

1ST DRINK RITUALS

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This is at the heart of all BUSHMILLS Whiskies and creates a unique combination of smoothness and richness.

The cornerstone of our family, it’s a blend of our own triple-distilled malt whiskey with a lighter Irish grain whiskey.

It is an approachable whiskey with a rich, characterful taste of fresh fruit and vanilla.

Nose: Light fruity and spicy aroma. Vanilla note developing into vanilla ice cream and crème brulée.

Palate: Gently warming, mouth-coating texture. A touch of honey and sweetness.

Finish: Crisp, fresh finish, with a touch of spice.

BUSHMILLS Irish Whiskey is made at Ireland’s oldest working distillery in Co. Antrim, Northern Ireland.

The brand portfolio includes six multi-award winning whiskeys: BUSHMILLS Original, BLACK BUSH, BUSHMILLS 10 Year-Old Single Malt, BUSHMILLS 16 Year-Old Single Malt and BUSHMILLS Malt 21 Year -Old Single Malt. BUSHMILLS is the only distillery in Ireland to make triple-distilled Malt Whiskey.

This is BaileysHow does the most powerful flavoured spiritbrand in the world

2 find its way from cows

grazing in the verdant fields of the Emerald Isle?

The unique blend of fresh Irish dairy cream,the finest spirits, Irish whiskey, sugar and chocolate flavour makes Baileys Original Irish Cream the definitive Irish drink.

Its success is attributed to its unique flavour. Because we only use the freshest Irish dairy cream, it means the flavours slowly seep into your mouth.

On your first sip the initial flavours are released onto your taste buds. But as the temperature of the Baileys rises, the flavours continually, change resulting in a symphony of flavours.

Vital statistics

• Launched in November 1974

• Sold in more than 160 markets

• Has the largest market share of any cream liqueur brand in the world

• The World’s No1 selling liqueur1

• The 7th largest selling global premium spirit of any kind1

1 Impact Magazine, Feb 2008

2 Intangible Business 2008

Ruby red and Irish in tradition

• Kilkenny is an ancient abbey and an Irish town

• Kilkenny is also the name of a red Irish beer, ruby

red in colour

• Kilkenny has a unique taste,

unmistakeable silkiness

Kilkenny exists in 2 variants

• “Nitrogenated” – like GUINNESS® a unique mix

of nitrogen and carbon dioxide helps create a

smooth creamy head

• A classic original Irish ale for the Off-trade

in bottles

For you

• A unique “red” beer with strong Irish and

quality credentials

• A premium price/margin

For your guests

• A touch of Irish culture – in red!

KILKENNY IRISH BEER

SMX

ExpEriEncE. it’s what you do with it that counts.

M A D E O F M O R E

REWARDING TASTE

CRAFTEDOVER 250 YEARSTHAT’S ORIGINAL.

Source data1. Market Measures Ltd. Online Study of 1019 UK beer drinkers Jan 2009

2. Diageo Internal research Jan 2009. Total beer category uplift based on POS data sourced from CGA Strategy Brand Index & Raw Data Feeds comparing a sample group (309 outlets which received a Guinness Quality call in 2008) vs. a control group (taken from 933 outlets which did not receive a call in 2008 but reflect the sample group in terms of demographic, geography, outlet type, size and have similar trends over months prior to the call). Uplift statistic accounts for EPOS sales 6 weeks prior to the Quality Team visit vs. 6 weeks post the visit (time periods used for the control group are reflective of the corresponding period for the sample group).

3. TNS Alcovision to year ending Sept 2008

4. GUINNESS internal qualitative consumer research – The GUINNESS consumer, March 2008

5. Cask Marque Survey Published in the Morning Advertiser based on a 10 tap outlet selling at £2.50 per pint

6. Brewlines Survey 2008

7. Nielsen Pubtrack 2007, Guinness Draught % uplift St Patrick’s Day week 2007 vs previous week

8. Diageo Business Intelligence Report, April 2010