Guinness on how it is creating an ‘ageless’ brand

When you think of Guinness it’s easy to imagine a pub full of distinguished middle-aged drinkers complimenting the bartender for the thickness of his pour. Yet, according to Rory Sheridan, head of sponsorship for Diageo in Western Europe, the iconic Irish stout is now attempting to steer away from its specialist tradition and to resonate more with a younger audience.
With the final weekend of the Rugby Six Nations Championship this weekend and this week’s Cheltenham Festival –