
How Gen Z ruined Guinness
James Joyce called Guinness ‘the wine of Ireland’. Now it feels a bit more like the Coca-Cola of alcohol – as much brash branding as beer. Once, it merely had an ugly logo and the rowdy promise of Emerald Isle hedonism which – I confess I have often thought – is crafted to appeal to simple people. For who, other than simple people, chooses Guinness in this day and age when faced with the proliferation of ales, IPAs, helles, sessions, Belgian beers and porters? The sorts of people who find the Irish pub in a Mediterranean town and hit it hard. Guinness is taking on a strange new life But
