Ep 6: Why Is Everybody Drinking Guinness All of a Sudden?

It may be more than 300 years old, but sales of Guinness are surging, as the Irish beer finds popularity with new groups of consumers of all ages. How has it managed to reinvent itself in a world of falling beer sales? Hosts Lulie Halstead and Felicity Carter do a deep dive into everything Guinness, from the beer’s history to its taste, to the ‘Splitting the G’ social media trend that’s taking TikTok by storm. They explore every question, from the effectiveness of the 51-page pouring manual, to the immersive beer tourism experience, to the value of legacy advertising campaigns. And they look at the phenomenal rise of Guinness 0.0 and ask what lessons can be learned by other drinks, both historic and modern. It’s an entertaining look at an Irish institution that’s gone global — and which shows no signs of slowing down. Meet Your Hosts: Lulie Halstead founded and led international consumer research and strategy consultancy Wine Intelligence, and led it to a successful PE exit. Today she is a renowned global beverage alcohol and wine sector specialist, focused on consumer behaviour, strategy, retail and hospitality. An accomplished keynote speaker, she has spoken at more than 70 international events over the past 20 years. Felicity Carter is an award-winning wine and drinks journalist, editor and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker, she was named a 2024 Industry Leader by WineBusiness Monthly.

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