Uncensored CMO How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands - Grainne Wafer
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Jul 16, 2025 Grainne Wafer, Global Category Director at Diageo, shares insights on building iconic brands and driving growth. She discusses the shifts in the beverage industry toward premiumization and moderation, highlighting the rise of Guinness 0%. Grainne delves into the strategic value of sports sponsorships in enhancing visibility, detailing partnerships with rugby and the English Premier League. The conversation also touches on Baileys' successful transformation and the innovative approaches Diageo employs to measure marketing effectiveness and engage consumers.
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Guinness’s Unique Brand Behavior
- Guinness behaves more like a spirit brand due to its distinctiveness and strong consumer meaning.
- It holds high salience and brand talkability, especially in Great Britain.
Guinness’s Growth Revival Story
- Guinness revitalized growth by shifting to a social-first media model embracing digital and consumer communities.
- Innovations like Guinness Zero and Nitrosurge expanded appeal and distribution.
Success of Guinness Zero Alcohol
- Guinness 0% is made using a gentle process preserving the original taste closely.
- It already accounts for 12% of Guinness trademark volume in Great Britain with strong growth potential.