Diageo is one of the world’s largest alcoholic beverage companies, with a portfolio spanning 180 countries and 13 billion-dollar brands.
The Challenge
Challenge: For heritage brands, tradition is both an asset and a constraint.
Guinness carries more than 300 years of cultural weight - but the world around it is changing fast. With health consciousness reshaping drinking habits, global distribution models under pressure, and younger audiences seeking new kinds of experiences, how can Guinness change with the times without diluting what makes it timeless?
The Spark
Using our Tectonics tool and working closely with Diageo's internal teams, we identified underexplored intersections between consumer behavior, emerging capabilities, and long-term market shifts.
When aligned with Diageo's ongoing pursuit of progress, a new possibility emerged: Guinness as not-just product but platform for the many diverse voices who love it all over the world.
The Breakthrough
Guinness Local: a response to rising health awareness, sustainability pressures, and renewed demand for cultural identity.
We reimagined how, where, and why beer is made, and worked with R&D partners to develop micro-brewing technologies and supporting software that let brewing happen within communities empowering local expression without fragmenting the brand.
The Impact
Our ongoing partnership with Diageo has focused on activating these ideas in priority markets, turning innovation concepts into real-world initiatives and measurable cultural and commercial impact.
Meanwhile, Guinness has continued to pursue new possibilities for progressive alternatives revenue with great success for both brand and sales uplift.
