Why Guinness is bucking all the trends in alcohol

19 May 2026

The popularity of Guinness remains strong, despite the decline of alcohol overall. How has the Irish stout brand managed to buck the trend? The brand's success has been driven in part by social media campaigns such as 'splitting the G', as well as the popularity of its 0.0% brand. The key to its success, suggests Euromonitor's Spiros Malandrakis, is its patience. Continual investment in the brand for decades even whilst it was struggling has led to its current strong performance, he believes.

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