Why Guinness Is Growing While Beer Sales Fall

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Diageo Global Category Director Gráinne Wafer reflects on her personal connection to the Guinness brand and the challenge of keeping an almost 270-year-old icon relevant for a new generation of drinkers. Wafer explains how the Irish stout is evolving while holding onto the ritual, quality and community that she says built it. Why Guinness Keeps Growing While Beer Sales Worldwide Fizz Out: https://bloom.bg/4oykMXk With Gráinne Wafer at the helm, the brand just opened a new brewery in Ireland’s County Kildare, with a second facility on the way. Will it be enough to meet the raging year-round demand? Watch more mini documentaries from Bloomberg: https://www.youtube.com/playlist?list=PLGaYlBJIOoa_EzzMpticURNR29AiQi10v Like this video? Subscribe and turn on notifications so you don't miss any videos from Bloomberg Markets & Finance: https://tinyurl.com/ysu5b8a9 Visit http://www.bloomberg.com for business news & analysis, up-to-the-minute market data, features, profiles and more. #Guinness #Business #Ireland