Premiumization Strategies in Beverages

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.

00:00 - Intro
01:19 - What are the trends in the beverage industry?
03:25 - What are the up and coming portfolio brands for Diageo?
05:01 - How does Diageo manage brands internally?
06:30 - Is Diageo going to sell Guinness?
08:42 - What’s behind Diageo’s 17% YoY growth?
12:03 - Guinness sport activation with Rugby and Football
12:36 - How Guinness 0% is so close to the original
14:23 - Guinness’ sponsorship of Football and Rugby
16:26 - How to do measure the value of a sponsorship of the Premier League
17:39 - When the UK ran out of Guinness
18:08 - Sponsoring the Women’s Six Nations
21:44 - How Diageo broadly measures the impact of marketing
23:57 - Baileys celebrates 50 years
25:22 - How Baileys was transformed
27:23 - The Diageo way of brand building
31:38 - Grainne’s advice to CMOs