Guinness, which is owned by drinks company Diageo PLC (LSE:DGE), is shaking its image as a ‘rugby lad’ beverage and is instead attracting more female drinkers.
Debra Crew, Diageo’s boss, said female Guinness drinkers had risen by 24% in the UK despite the “intimidating” image of the traditional Irish stout beer.
Following Diageo’s half-year results, she said: “We are seeing more and more Guinness drinkers that are women. I certainly notice this in pubs.
“It looks kind of intimidating, right? And it did come from this kind of rugby lad culture. And yet I think when women find that they try it, actually it’s lighter than what they think it’s going to be.”
Guinness has grown in popularity recently and in 2023 it was found to be the most popular drink ordered at hospitality venues, CGA data revealed.
It has been a sponsor of the Six Nations rugby competition since 2019, but Crew believes a spike in female influencers drinking it has been key to its growth.
“You know, you see people like Kim Kardashian all of a sudden drinking Guinness when she’s in London, or Kate Middleton – these things catch on and especially in the social media world,” she added.
Diageo reported a drop in half-year revenue and operating profit on Tuesday, reflecting a 23% decline in Latin America & Caribbean (LAC) sales.
Shares in the group are down 2% on Tuesday at around 2,783p.