2017 was a good year for Guinness, with net sales growing eight percent worldwide, compared to only two percent of growth in the year before. In North America, the sales growth was positive but less substantial, with only a one percent increase in growth in 2017 compared to the previous year. For any beverage company, marketing and advertising is crucial for keeping the brand alive and relevant. Guinness’ parent company Diageo spent 642 million British pounds on marketing in North America in 2017.
Guinness produces a number of different varieties that vary in both alcohol content and flavor. There are the classic Guinness Draught and Guinness Extra Stout, but also Guinness Bitter, Guinness Foreign Extra Stout among many others produced for different global markets. In the United States, Guinness Draught was the most popular variety of Guinness in 2017. In that year, Guinness Draught generated about 60 million U.S. dollars in sales, while Guinness Extra Stout produced 32 million dollars in sales.