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Podcast: Uncensored CMO
Episode: How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands - Grainne Wafer
Description: 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 - Intro01:19 - What are the trends in the beverage industry?03:25 - What are the up and co...