Guinness brand profile Germany 2022| ��ƽ��

Guinness brand awareness, usage, popularity, loyalty, and buzz among beer drinkers in Germany in 2022

Characteristic	Share of respondents
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Number of respondents

960 respondents

Age group

18-64 years

Special properties

respondents who drink beer

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to beer, which of the following brands do you like?
Brand usage: When it comes to beer, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to beer, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

Citation formats

How high is the brand awareness of Guinness in Germany?
When it comes to beer drinkers, brand awareness of Guinness is at *** in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Guinness in Germany?
In total, *** of German beer drinkers say they like Guinness. However, in actuality, among the *** of German respondents who know Guinness, *** of people like the brand.

What is the usage share of Guinness in Germany?
All in all, *** of beer drinkers in Germany use Guinness. That means, of the *** who know the brand, *** use them.

How loyal are the drinkers of Guinness?
Around ** of beer drinkers in Germany say they are likely to use Guinness again. Set in relation to the *** usage share of the brand, this means that *** of their drinkers show loyalty to the brand.

What's the buzz around Guinness in Germany?
In August 2022, about ** of German beer drinkers had heard about Guinness in the media, on social media, or in advertising over the past three months. Of the *** who know the brand, that's **, meaning at the time of the survey there's little to no buzz around Guinness in Germany.

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