Uncensored CMO How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands - Grainne Wafer
12 snips
Jul 16, 2025 Grainne Wafer, Global Category Director at Diageo, shares insights on building iconic brands and driving growth. She discusses the shifts in the beverage industry toward premiumization and moderation, highlighting the rise of Guinness 0%. Grainne delves into the strategic value of sports sponsorships in enhancing visibility, detailing partnerships with rugby and the English Premier League. The conversation also touches on Baileys' successful transformation and the innovative approaches Diageo employs to measure marketing effectiveness and engage consumers.
AI Snips
Chapters
Transcript
Episode notes
Changing Socialising Trends Impact
- Socialising shifts towards diverse experiences combining sports, music, food, and entertainment.
- Moderation and premiumisation drive consumer preferences benefiting Diageo's portfolio.
Data-Driven Portfolio Decisions
- Use data-driven tools like Catalyst to optimize portfolio investment by profit and growth opportunity.
- Adjust marketing mix based on ROI to fund emerging brands effectively.
Guinness’s Unique Brand Behavior
- Guinness behaves more like a spirit brand due to its distinctiveness and strong consumer meaning.
- It holds high salience and brand talkability, especially in Great Britain.