Guinness Grows Beyond the Pint as Netflix Series Spurs Cult Status

Guinness has become a global conversation piece beyond the pint, with Netflix's highly anticipated series House of Guinness spotlighting the Dublin‑bred stout. The eight‑part drama, from Peaky Blinders creator Steven Knight, chronicles the Guinness family’s ascent in 18th‑ and 19th‑century Dublin and New York, and its release coincides with a surge in celebrity‑backed campaigns and cross‑brand food collaborations that the company says is expanding the brand’s reach beyond the beer aisle.

Industry trackers show Guinness’s value in the UK at £240.4 million, a 155% increase over the past decade, while global sales rose 13% in the year to June 30, 2025, compared with the previous year. Despite a broad decline in overall beer consumption from mid‑2024 to autumn, Guinness keg sales climbed by more than a fifth, as the brand drew new drinkers into its orbit. The share of female Guinness drinkers in the UK rose 24% in the second half of last year versus the same period the year prior. Diageo, the parent company, attributed “exceptional demand” and growing interest from women and younger consumers as drivers of the surge, while warning that supply was strained as demand outpaced production. A central London pub reportedly issued ration cards to manage dwindling stocks.

To meet demand, Diageo has unveiled plans to expand its €200 million Guinness brewery in Littleconnell, County Kildare, a move that would more than double production of Guinness beer and the alcohol‑free 0.0 version. The 0.0 line, introduced in 2021, has become a leading non‑alcoholic option in Great Britain in four‑packs, reflecting growing interest from new drinkers seeking lower‑abv choices. The expansion is paired with other strategic growth projects, including a microbrewery in Covent Garden called Guinness at Old Brewers Yard, slated to open by Christmas. The venue is expected to feature 14 limited‑edition brews, including non‑alcoholic and low‑alcohol options, and a merch shop. Original Guinness will not be brewed on site, but the facility is anticipated to become a hub for tasting and tourism.

Beyond production, Guinness has extended its footprint into the food sector through partnerships with bakers, butchers and food producers. Recent launches include a Guinness Gift Cake with Finsbury Food Group and a Slow‑Cooked Steak & Guinness Pie with Higgidy. A range of beer‑flavored meats—such as unsmoked back bacon rashers and premium pork sausages—has followed, produced under licenses with Northern Irish meat supplier Finnebrogue. The aim, as stated by the licensing team at Diageo, is to boost “brand visibility” by placing Guinness in more sections of the store and in menus outside traditional pubs.

Celebrity involvement has become a central pillar of the brand‑building strategy. Campaigns featuring Jason Momoa—who also directed a project for Guinness’s Lovely Day campaign in 2024—have highlighted the star’s affinity for the beer. Momoa has described himself as a fan who is “2 percent Irish,” and the campaign efforts have been complemented by other A‑list efforts, including Niall Horan and Lewis Capaldi in Ireland‑leaning advertisements and sponsorships around Horan’s documentary‑style homecoming program. Public moments of note include Olivia Rodrigo publicly seen with a Guinness in a British pub, and high‑profile mentions by former U.S. President Barack Obama, who was photographed with a pint during a 2011 visit to Ireland and described savoring it slowly.

The cultural storyline surrounding Guinness is now intertwined with a major Netflix release. House of Guinness centers on the life of Sir Benjamin Guinness and his four adult children—Arthur, Edward, Anne and Ben—and how his will reshaped the family’s fortunes and the brand’s trajectory in Dublin and New York. Netflix describes the project as an epic story inspired by one of Europe’s most famous dynasties, with the drama set against the backdrop of the 19th century and drawing a long arc through to present day. The narrative is designed to reflect decades of economic pressures, family loyalties and the evolving tastes that have kept Guinness at the center of Irish and global culture.

The convergence of a high‑profile television series, celebrity endorsements, and a broadened product portfolio underscores Guinness’s broader strategy to cement its status beyond a traditional beer brand. Analysts note the company’s efforts to diversify revenue streams—from non‑alcoholic formats to food collaborations and experience‑driven retail concepts—as a way to sustain growth in a competitive beverage market and to capitalize on a growing global fascination with Irish heritage brands. The expansion initiatives also align with a broader movement among traditional brewers to reach new consumers by presenting Guinness as a lifestyle and culinary brand in addition to its beer identity.

Looking ahead, industry observers say the combination of a high‑visibility streaming reveal and a robust product ecosystem could further accelerate Guinness’s appeal among younger consumers and international markets. The company has long highlighted its commitment to maintaining the distinctive Guinness flavor while exploring new formats and pairings that complement its core beer. If demand continues to outpace supply, the Littleconnell expansion and Covent Garden microbrewery may serve as important touchpoints for tourism and brand engagement, inviting fans to experience more of the Guinness story beyond the pub. In that sense, House of Guinness arrives not just as entertainment, but as a cultural signal that the brand’s assets—including its history, celebrity associations, and food collaborations—are part of a broader appeal that transcends traditional market boundaries.