Diageo capitalized on 'exceptional consumer demand' for Guinness, as colder weather increases sales, particularly among younger drinkers influenced by celebrities like Kim Kardashian.
Tim Martin of JD Wetherspoon noted the revitalization of Guinness, stating it has shifted from an older, male-dominated drink to a popular choice among younger consumers.
The #GuinnessChallenge on social media platforms has created a trend that showcases the drink as a fashionable beverage, attracting a new generation of drinkers.
Diageo's investment of over €200 million in a new brewery reflects their commitment to meeting the rising demand for Guinness as its popularity flourishes.
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