Malta Guinness: A Non-Alcoholic Malt Beverage With Immense Health Benefits

Pick a product or brand of your own choosing that is sold in your geographical area. From an examination of any marketing materials (advertising, packaging, website, for example) and reflecting the 4P’s of marketing, construct a value proposition for it. Do as much research as you can on the produce or brand in order to get a good feel for how the brand has evolved and where it is heading. In this case, you can choose Malta Guinness as the product

Value Proposition of Malta Guinness

The report aims at providing an insight into Malta Guinness. It is malt beverage of non-alcoholic nature manufactured by the Guinness family and introduced in Mauritius in the year 1988.  The beverage is not only rich in vitamins but also iron of B complex nature (Johnson, 2014). The report takes a closer examination of its marketing materials and 4Ps for putting forward a value proposition. The report also puts forward an evolution of brand and its way to the future.

Malta Guinness is a light carbonated malt beverage brewed from the barley, water and hops similar to a beer. A caramel and corn color is added to the beverage. Although the drink is non-alcoholic in nature so it has strong smell and flavor of beer and consumed in the similar fashion as soda, beer or cola in the carbonated form (Izah et al., 2016). Often it is described as beer that did not undergo fermentation. It has a slightly sweeter taste and tastes like a molasses. It is consumed with addition of ice. However, the popular way of its consumption by the Africans and the Latin Americans for drinking Malta is through addition of evaporated and condensed.

Malta is primarily brewed in Caribbean and purchased in the areas thrived by Caribbean populations (Khokonova & Terent'ev, 2016). The drink is also popular in the coastal areas of Caribbean that comprises of Curacao, Haiti, Aruba, Puerto, Panama, Dominican Republic, Cuba, Venezuela and Columbia and the countries sharing the Caribbean coast. Although the beverage is brewed worldwide, but popular in parts of Africa like Nigeria having its own malt brand. The product is found in Ghana, Chad, Cameroon and the Indian Ocean. Besides, the product is brewed under an international license.

The advertising of the product shows how the consumers can feel the goodness of the product enriched with vitamins, energy and iron. It also puts forward that the consumers are able to benefit from the natural goodness of the products even with a lesser sugar content (Inyang, 2012). The marketing of the brand is carried in a manner that increases the visibility of the brand. The consumer is also able to refresh their spirit through the consumption of the product.

Consumers also benefit from the pricing strategy adopted by Malta Guinness. The product is offered at a premium price range with assurance that the customers are receiving value-based product. The price of four Malta Guinness cans of capacity 44 cl is €8.14 (Spracklen, 2013). The brand however adopts a pricing strategy that has been one of the primary reasons for the success of the brand in consumer market. The initial higher price range results in the generation of the maximum revenue before the introduction of the varieties in market. In other words, Guinness guarantees satisfaction of the customers in terms of quality and value so that it is able to garner greater amounts of profit.

Consumers can extremely benefit from Malta Guinness due to the following benefits (Ifeanyichukwu, 2016):

Helps in Recovery of Illness: Malted milk represents an excellent means of regaining strength as it provides the body with vital nutrients. The easy to digest nature of the product make it ideal for the people in regaining recovery.  

Acts as Ideal Dosage of Protein: Malt mixed with milk provides accurate amount of the protein required by body. This acts as an essential nutrient in repairing and building cells, tissues and muscles.

Helps in Building Bones: The product not only has higher vitamin D content but also minerals necessary for maintaining bone health and strength.  It also provides the body with magnesium, calcium and phosphorus thereby helping in the production of the bones.

Helps in Providing Energy: The presence of Vitamin B in Malta helps in metabolizing the protein, fat and carbohydrates thereby providing the body within immense energy.  

Consumers should opt for Malta Guinness as its antioxidant property slows downs the cholesterol deposit in the artery walls which helps in reduces chances of blood clots and the ultimate risk of the heart attack (Malkin, 2017).

Over the years, the drink has dominated Ghana with little or no competition. The brand also remains unaffected by the entrance of Giant Malt and Schweppes Malt. However, the brand reacted with the introduction of Beta Malt thereby sparking an interest amongst the market watchers. The drink in order to gain competitive advantage became available in plastic bottles (Azuh, 2018).

Conclusion: 

On a concluding note, it can be said that the brand malt beverage of non-alcoholic nature has a vibrant growth. The addition of the functional ingredients along with smart marketing has enhanced the appeal of the Malta Guinness to the all health conscious consumers with the market place.

References: 

Ade-Johnson, C. S. (2014). An Emperical Investigation of the Effectiveness of Sales Promotion in Maltina and Malta Guinness Sales Promotion Strategies. J Mass Communicat Journalism, 4(204), 2.

Azuh, B. (2018). Guinness unveils PET bottles, works with artists on recycling model. Retrieved from https://guardian.ng/features/guinness-unveils-pet-bottles-works-with-artists-on-recycling-model/

Ifeanyichukwu, C. D. (2016). Effect of Celebrity Endorsements on Consumers Purchase Decision in Nigeria. International Research Journal of Management, 9-103.

Inyang, I. (2012). Malta Guinness Low Sugar unveiled as the official drink of Arsenal’s Nigeria tour. Retrieved from https://dailypost.ng/2012/05/12/malta-guinness-low-sugar-unveiled-as-the-official-drink-of-arsenals-nigeria-tour/

Izah, S., Inyang, I., Angaye, T., & Okowa, I. (2016). A review of heavy metal concentration and potential health implications of beverages consumed in Nigeria. Toxics, 5(1), 1.

Khokonova, M. B., & Terent'ev, S. E. (2016). The influence of biological peculiarities of species of spring barley on productivity and beer brewing qualities of grain and malt. Beer and Beverages.

 Malkin, B. (2017). Guinness 'may be good for you' after all. Retrieved from https://www.telegraph.co.uk/news/uknews/1562788/Guinness-may-be-good-for-you-after-all.html

Spracklen, K. (2013). Respectable drinkers, sensible drinking, serious leisure: single-malt whisky enthusiasts and the moral panic of irresponsible Others. Contemporary Social Science, 8(1), 46-57.