Grainne Wafer on the spiel for Diageo, Guinness and the Premier League. There is no mention of alcohol, the core constituent and no apology for recruiting underage drinkers.

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Our Global Category Director for Guinness, Grainne Wafer, spoke to Marketing Factories about all things Guinness and double digit growth.

Here, Grainne speaks about the strategic partnership with the Premier League; an opportunity that has unlocked geographical expansion, new activations and new consumers.

In five out of six markets, Guinness is now the most associated beer sponsor in football occasions.

Drink responsibly. DRINKiQ.com