Podcast ¦ Uncensored CMO: How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands – Grainne Wafer

Key Take Aways

1. Successful brand transformation in large organisations hinges on deeply understanding consumer insights and embedding them into strategic decisions.

2. Utilising data-led tools to map and optimise portfolio composition enables more informed resource allocation and prioritisation.

3. Building brand equity requires balancing scale and reach with distinctive brand positioning, especially when blending premium and challenger brands.

4. Effective marketing demands a combination of traditional media and digital channels, with a clear focus on social-first approaches.

5. Innovation is fundamental; brands must adapt through agile pipelines of product development that align with evolving consumer preferences.

6. Sponsorship and activation at event levels can significantly elevate brand visibility and consumer engagement if executed with rapid, global deployment.

7. Evaluation of sponsorship effectiveness benefits from integrated tracking and attribution systems to quantify short-term ROI and long-term brand impact.

8. The endorsement of sport, particularly rugby and football, serves as an impactful platform to foster brand affinity and reach diverse audiences.

9. Expanding consumer innovation, such as non-alcoholic variants or experiential packaging, resonates well with shifting behaviour patterns towards moderation.

10. Building inclusivity and accessibility in sponsorship initiatives can enhance brand relevance, especially within underserved or emerging segments.

11. Promoting transparency and sharing consumer insights across organisational levels fosters greater alignment and ownership of brand strategies.

12. Embracing experimentation in marketing—allocating room for testing new approaches—is vital for uncovering emerging growth potential.

Key Statistics

• Guinness Zero accounts for 20% of Guinness’s overall trademark growth.

• Guinness Zero holds approximately 12% of the Guinness market share in Great Britain.

• Guinness experienced 17% growth over eight consecutive half-years.

• Bailey’s achieved a 40% increase in size following a strategic reframe.

• Bailey’s launched an oat milk variant in the US, expanding its innovation pipeline.

• In the UK, Guinness Talkability share is around 60%, indicating high consumer engagement.

• Guinness sold more in December than in March, driven by unprecedented demand.

• The sponsorship of the Premier League has reached over 2 billion viewers and led to Guinness becoming the number one beer in the GB viewing occasion.

• Bailey’s growth was driven by a strategic repositioning, extending to seasons outside Christmas, including Easter and summer.

Key Discussion Points

• The role of sport as a platform to use the transformative power of sport to enhance brand positioning.

• The importance of socialising in different ways and the trend towards moderation, zebra striping, and experience-driven consumption.

• The significance of premiumisation even in a cash-conscious environment.

• The strategic decision to reorient Guinness around social-first engagement, innovation, and consumer community.

• How brands like Guinness balance distinctive brand identity with broad appeal in global markets.

• Using data tools like Catalyst for portfolio optimisation and resource allocation.

• The challenges and opportunities associated with evaluating sponsorship impact and attribution.

• The move from rugby to football sponsorships, especially the strategic value of the Premier League for global reach.

• The importance of inclusivity and accessibility in sports sponsorship, exemplified through campaigns on women’s rugby and visual impairments.

• The growth of ready-to-drink categories and their synergies with established brands.

• The significance of innovation, not only in product (e.g., Guinness Zero), but also in experiential and partnership campaigns.

• The value of leadership in fostering a culture of curiosity, evidence-based decision-making, and organisational orchestration within marketing.

Podcast Description

This podcast is a deep dive into marketing strategies and brand transformation in large organisations, with a particular focus on how sport and innovation serve as catalysts for growth. Featuring insights from senior marketing leaders, it explores topics such as portfolio optimisation, digital engagement, sponsorship evaluation, and inclusivity initiatives. The hosts facilitate candid discussions on building distinctive brands, driving consumer engagement, and valuing experimentation within dynamic markets, offering valuable lessons for senior managers across sectors, including financial services.