Abstract
Unlock the potential of the North American beer market with our in-depth analysis of Guinness, a renowned Irish brewery now part of Diageo, a global leader in beverages. With 48% of Americans prioritizing Guinness, the brand demonstrates significant market appeal. Our market study reveals key insights into consumer behavior, market size, and sales distribution across the United States and Canada. Discover how Guinness can capitalize on its 17% Diageo share in North America, with potential market sizes and revenue projections based on varying consumer purchase frequencies. Dive into our comprehensive report to uncover strategic opportunities for growth and expansion in this competitive landscape.
Extract
[...] Market size in volume CMS: For reference, U = Volume = Value / Unit Price. CMS in Volume of pints in 2024 corresponds to U = 188.55 million pints CMS in Volume of pints in 2025 corresponds to U = 180.96 million pints PMS (volume) = Q×N* (number of potential buyers) Direct calculation of (number of potential buyers) Thus, for a given penetration rate = CMS / × When P=100%, we have PMS = CMS As PMS=Q×N*, then N = CMS/Q Here the Minimum of buyers is the threshold for P = 100 N*min = CMS / Q Year Q Nmin 2024 14,6 12,91 29,2 6,46 43,8 4,3 2025 14,6 12,39 29,2 6,2 43,8 4,13 Examples: If Q = 29.2 and = 10 M in 2025 : P = 180,96 / (29,2 × 10) = 62,0 % If Q = 14.6 and = 15 M P = 180,96 / (14,6 × 15) = 82,6 - Le taux d'équipement E = NPH / PMS NPH = Current market size (in number of held clients) PMS = Potential market size (in number of potential clients) E = Equipment rate On considers in this segment E as the equipment rate in potential clients who buy Guinness. [...]
[...] Number of clients of the company (approx) Hypotheses 2024 2025 4 47 M 45 M 6 31 M 30 M 12 16 M 15 M - The rate of variation R = - Sn-1) / Sn-1) × 100 R = ((1344,36 - 1355,41) / 1355,41) × 100 R = 0,82% - Market Share Market Value Share = Tc / Tm MS = Market Share Tc = Company Revenue (2024 = 1,344,36 and 2025 = 1,355,41) Tm = Total Market Revenue Given that the North American beer market size was estimated at USD 106.58 billion in 2022 and the market is growing at a CAGR of 3.8% from 2022 to 2032.4 Formula: Size(t) = 106,58 × + 0,038) ? [...]
[...] Market Study - The Guinness Company in North America Founded in 1759, the Irish brewery Guinness has become an international company. In 1997, it merged with the global leader in wines, beers and spirits, Diageo, following the fusion with Grand Metropolitan company. This market study concerns North America, particularly the United States and Canada. [...]
[...] - Market Size Table: Sales Distribution in North America, by Category Source: 2024 Annual Activity Report p.34 The 2024 Annual Activity Report indicates a Diageo share of approximately 17% in Diageo sales in North America. Results in North America North America 20241 North America 20252 Net sales reported (in millions 7 908 7 973 Declared Operating Result (in millions 3 039 2 222 Average number of employees 3 144 3 243 Table: Sales Results in North America, Diageo Group Source: Annual Activity Report 2024 and 20253 Therefore, we can perform the simplified calculation as follows: Net Sales NA 2024 = $7,908M; Part Guinness: 17% - Market size (Revenue) in 2024: 7908×10%= 1,344.36M$ - Net Sales NA 2025 = $7,973M; Part Guinness = 17% - Market size (Revenue) in 2025: 7973×10%= 1,355.41M$ Given that the unit sales price of a pint of Guinness at the national level is P = $7.49 in 2025 and was P = $7.13 in 2024. [...]
[...] Given that the US population 2024 = 340.1 M So PMS = 0.48 × 340.1 = 163.248 M people For reference (CMS in volume, pints/year) - 2024: CMS = 188.55 M pints - 2025: CMS = 180.96 M pints - Q ? [...]
