How Guinness became the world’s hottest drink

Guinness is brewed in 49 countries and sold in more than 120, with the majority of Guinness sold in the UK, Ireland, US, Nigeria and Cameroon. It was the most popular beer in UK pubs, bars and restaurants last year, according to the latest industry data.

Its fanfare has become so great that a host of competitors now offer alternatives to Guinness, including Camden Town’s Camden Stout and BrewDog’s Black Heart.

But while they are all made from the same ingredients—water, barley, hops and yeast—none can claim the same cultural influence.

“I’ve always been obsessed with Guinness and the brand,” said Anderson, who has shown his collections at London Fashion Week since 2008. “I think they are still one of the greatest advertisers and I loved the idea of ​​using their amazing graphics. I always wanted to be able to show some of that because in fashion we think we’re so radical, but they were actually way before all of that.”

The famous Guinness ad is only part of the story. Unlike a cocktail being mixed before your eyes, there is an element of theater to this drink as you watch yourself pour it in two parts and then wait again for the creamy pint to settle.

And it doesn’t end there, because drinkers often participate in the “Guinness Challenge,” which is also known as the “G split.” Here, drinkers draw just enough from a fresh pint at a time to bring the liquid to a certain level. This level is either between the harp and the Guinness lettering on the branded glass, or is achieved by splitting the G on the logo side of the glass. I am told on good authority that the former is the traditional Irish way of life and the latter the standard of British drinking. Either way it’s about two and a half sips, but adjust the size of those sips depending on your target line.

“The collaboration was inspired by the passion for creativity and quality that lies at the core of both iconic brands,” said Anna Macdonald, Guinness chief marketing officer, of the collaboration with Anderson. “It gave Guinness the opportunity to share our commitment to high-quality craft and celebrate the playful humor that is part of our heritage at Guinness, and the creative features of the collection date back to some of our earliest advertising in the 1930s.”

And while the rest of the world has fallen in love with this dark malt drink again, its old audience remains steadfast, loyal and drinker.