Guinness has re-entered the top ten beer brands in the world after an absence of seven years, according to Brand Finance which monitors the drinks market.
The Guinness brand is valued at $3.4 billion, slightly behind Chinese brewer Tsingtao.
According to Brand Finance, Guinness has revitalised its image with two-thirds of young people now considering it a “cool” drink, up from one-fifth just two years ago.
“Brand Finance research reveals a notable shift in consumer perception and engagement between 2023 and 2025”, said Henry Farr from Brand Finance.
“Guinness has gained significant traction among younger consumers (18-24), noting a marked shift in perceptions of the brand as ‘cool’ and ‘modern’”.
“Guinness has also become increasingly popular with young women”, he added.
It comes as the company behind Guinness, Diageo, announced yesterday that its CEO, Debra Crew, is stepping down “with immediate effect, by mutual agreement”.
There was no explanation as to why she is quitting.
John Manzoni, the chair of Diageo, praised her for “steering the company through the challenging aftermath of the global pandemic and the ensuing geopolitical and macroeconomic volatility.”
Brand Finance said the Guinness brand is “future-proof, forward-thinking” with a “well-established foothold in the non-alcoholic beer sector”, seen as a growth segment of the market.