How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands - Grainne Wafer

Grainne Wafer

Global Category Director

Diageo

In partnership with NBCUniversal, we sit down with Grainne Wafer, Global Category Director (Beer, Vodka, Liqueurs) at Diageo, to explore how one of the world’s biggest drinks companies drives growth and builds iconic brands. Grainne shares the trends shaping the beverage industry, the transformation of Baileys, and how Diageo manages a portfolio of global powerhouses like Guinness. We also discuss the value of sports sponsorships, the rise of Guinness 0%, and why marketing effectiveness is always on tap.

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Creators and guests

Host

Jon Evans

Host of Uncensored CMO

Guest

Grainne Wafer

Global Category Director

Diageo

Guest

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