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...company, can leverage some weighty clout. And having touched off the rocket-like success of Smirnoff Ice (and its big-bucks marketing campaign), GBIC already has shaken up the US malt beverage landscape.

"We're sometimes surprised ourselves at how much time, attention and conversation is devoted to our company, given that we're a 2 share of market," says David Eickholt, president of Guinness Bass Import Company. "It's very flattering."

Guinness Bass Import Company is a Stamford, CT-based division of UK-based spirits giant Diageo, marketer of globally powerful brands like Johnnie Walker, Smirnoff and Beaulieu Vineyards. Diageo's brands command about 28 percent of the US spirits market.

But GBIC's market-stirrings clout is wielded not by simply swinging parent Diageo's hefty $17 billion purse. Instead, GBIC and Diageo together tap the wine/spirits/beer company's deep well of insights into consumers' "beverage occasions."...

NOTE: All illustrations and photos have been removed from this article.



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