Guinness sets out to double social fanbases

Grainne Wafer, the global strategy and communications director for the stout brand, said: "We have a community of around seven million in the digital space and we’ve an ambition to transform that to 15 million-plus over the next couple of years."

She earmarked the Guinness Storehouse visitor attraction, whose fourth floor has been undergone a social media revamp by Tribal DDB, as a key way to achieve this.

Wafer also revealed that the targeting women would be the "next opportunity" that Guinness would explore. She added: "Women is an interesting opportunity for us, in Africa we have a very strong female base, so we do think there are opportunities for us to extend our female base.This will be the next opportunity that we start to look into."

This article was first published on marketingmagazine.co.uk