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Diageo uses its head with 'less is more' strategy.

Europe Intelligence Wire

| February 16, 2006 | COPYRIGHT 2003 Financial Times Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

(From Irish Independent)

The iconic brand is taking a risk with low alcohol version, some advertising experts fear

GUINNESS is one of Ireland's most successful brands, with as much impact internationally as at home.

But falling sales of the stout in Ireland have been a growing concern for parent Diageo, which has been experimenting with the black stuff to get Guinness back on a growth trajectory.

Marketing experts have mixed views on the new variations and a new lower alcohol version is being trialled from next month in Limerick - Guinness Mid-Strength.

But should a disastrous launch of Guinness Light in the 1970s stop the team…

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