Why Guinness Is Growing While Beer Sales Fall

Summary

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.