Case Study: Diageo achieves local innovation and growth with Fearlessly Frank

Diageo drives 15% organic sales growth with Fearlessly Frank

Diageo, one of the world's largest alcoholic beverage companies, faced the challenge of adapting its heritage brand Guinness to changing consumer habits, including rising health consciousness and demands for new experiences. The company engaged vendor Fearlessly Frank, which employed its Tectonics tool and provided innovation services to identify new opportunities for the brand without diluting its timeless qualities.

Fearlessly Frank developed the Guinness Local solution, which reimagined how beer is made through micro-brewing technologies and supporting software to enable local community brewing. This allowed Guinness to empower cultural expression and reduce distribution distances while maintaining brand consistency. The measurable impact was significant, with Guinness delivering 15% organic net sales growth in Diageo’s 2024 reporting and its non-alcoholic Guinness 0.0 more than doubling net sales volume in Europe.

Diageo