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With over 260 years behind it, Guinness is as renowned for its rich, smooth stout as it is for its legacy of creative advertising. But staying relevant with younger, diverse audiences requires more than tradition. At Little Black Book’s Better Together event, Diageo's global beers director Gráinne Wafer explored how Guinness is evolving its approach by tapping into community-driven content and embracing co-creation.

In response to changing consumer expectations, Guinness has pivoted from polished TV ads to more flexible, user-generated content, collaborating with influencers -- known as 'Guinfluencers' -- and welcoming fans’ creativity through fun, shareable rituals like the popular 'tilt test'. Gráinne highlights how Guinness’s strategy centres on inclusivity and authenticity, helping the brand build loyalty with fresh, dynamic content across social channels.

See how this legendary brand bridges its past with the future by watching the full panel video with Gráinne Wafer at ÌìÃÀÆåÅÆ's Better Together event, below.