Good uptake of Guinness at retail outlets with the discount vouchers incorporated in the Almanac. Very positive feedback from Guinness Insiders through unsolicited Chinese New Year cards and letters. Translated from the Chinese are these reactions: “a delightful surprise”, “appreciate the effort” and a ringing endorsement, “Guinness, I will always support you!” Being communicated constantly through the Guinness Insider Relationship Marketing programme, the loyal member feels he gets special treatment, that he is valued by Guinness.