Why Guinness Is Growing While Beer Sales Fall

Bloomberg mini documentary profiles Gráinne Wafer, Diageo's Global Category Director for Guinness, and how she's driving global growth for the 270-year-old stout brand. She outlines a shift to social-first marketing, expanding appeal to younger and female consumers, and the success of non-alcoholic Guinness 0 and the at-home Nitrosurge device. - Guinness is sold in over 150 markets and is seeing strong global demand. - Marketing has moved from traditional TV-heavy ads to social-first, influencer-led campaigns. - The consumer base is rapidly becoming younger and more female, moving beyond the traditional older male image. - Non-alcoholic Guinness 0 has been a 'phenomenal success' and a growing part of the business. - The Nitrosurge device, developed during COVID, is now in 1-in-4 Irish homes, replicating the pub pour experience. - A new brewery opened in County Kildare with a second facility planned to meet year-round demand.