Key facts
- Guinness is a 270-year-old brand.
- The brand has managed to evolve and grow while staying true to its roots.
- Gráinne Wafer, Diageo's Global Category Director, explained the brand's strategy.
Guinness, a brand with a 270-year history, is successfully navigating the modern market by evolving while staying true to its core identity. Gráinne Wafer, Diageo's Global Category Director, elaborated on the strategies that have allowed the Irish stout to maintain growth and relevance over centuries. The brand's ability to adapt without losing its heritage is highlighted as a key factor in its enduring success.