Grainne Wafer

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.