What impact have Guinness’s sports partnerships had on non-drinkers?
With Guinness becoming the official beer partner of the Premier League, as well as its partnership with the Six Nations tournament, how do non-drinkers really feel about the brand?
Guinness has become synonymous with British and Irish pub culture. ‘Splitting the G’ is a trend known across the nation, and recently, demand for the drink has been so high that some pubs were reportedly forced to ration it.
According to Diageo’s latest financial results, around one in every 10 pints sold in Great Britain is now a Guinness. Globally, the brand has clocked eight consecutive quarters of double-digit growth, with a 17% jump in organic net sales in the latest half-year alone.
But as more drinkers opt for moderation and people seek alcohol-free alternatives, alcohol brands have needed to adapt to changing consumer behaviours.
