Our target is male Guinness fans, ages 21–29, who have opted in to the Guinness 1759 Society, a relationship marketing program. Emails alert members to new content on the Guinness 1759 Society microsite, which wins greater “share of throat” by overcoming negative assumptions, enabling a Guinness occasion, or suggesting an appropriate format (bottle, can, or pint) for a certain event. Our client’s brief requires us to increase Guinness consumption by one or two 12 oz. servings per member in fiscal year 2004. Our success is measured by periodic surveys of members’ drinking behavior compared to a control group.