From “No Longer Cool” to Double-Digit Growth

How do you turn a 267-year-old brand from “no longer cool” into a double-digit growth machine?

In the latest Marketing Factories, recorded at Dublin’s Gravity Bar, Guinness’ Global Category Director Grainne Wafer reveals the reset: social-first community, breaking brand rules, and turning rituals into recruitment-including the at-home Nitrosurge now in one in four Irish homes.