Guinness Hires Hot Shop Uncommon as Stout Sales Surge

Guinness has hired Uncommon Creative Studio New York as its strategic and creative agency partner in the U.S. as the Diageo-owned stout brand continues to grow its sales and consumer base globally, the brand confirmed exclusively with ADWEEK. 

Uncommon’s one-year-old New York office won the business after a competitive pitch that also involved Forsman & Bodenfors. Uncommon declined to share the size of the account in billings.  

Joyce He, U.S. brand director for Guinness, confirmed the appointment to ADWEEK. Philadelphia-based Quaker City Mercantile previously worked on the Guinness business in the U.S.

London agency AMV BBDO remains Guinness’ global creative agency partner across the U.K., Ireland, Africa, and Southeast Asia. The brand and agency have worked together for 26 years and the relationship is unaffected by the Uncommon hire, an AMV BBDO spokesperson said. 

Lovely day for a Guinness

The new agency appointment comes as Guinness drives momentum at Diageo.

While the drinks giant’s overall global sales declined for the first time since the Covid-19 pandemic in the 2024 fiscal year, its beer brands increased sales by 18% globally, primarily driven by Guinness.

Guinness grew in markets including Great Britain, Ireland, and North America. In the latter, it reported a 6% year-on-year sales increase and was also the fastest growing imported beer in U.S. on-trade over the past 12 months. 

Diageo’s stout has a solid reputation in the U.S. According to 2024 survey data from business intelligence company Morning Consult, no beer brand has a higher net favorability score than Guinness.

Guinness has been bolstered in the U.S. by marketing including its “Lovely Day” campaign starring actor Jason Momoa that began running in March, per Diageo’s 2024 earnings report. 

In August, Guinness also launched the largest global campaign in its history to mark its partnership with the Premier League.

Guinness’ campaign for soccer fans is an example of how it has been trying to reach a wider audience and modernize its image. Through recent marketing, Guinness has appealed to younger people, women, and summertime occasions.  

So far, it’s working. Guinness increased sales in the U.K. with its last summer campaign, which mirrors global growth across the stout category. Insights firm IWSR attributed the recent rise in stout to an “expanding consumer base,” particularly among women and young people, driven by effective marketing from brand leaders like Guinness. 

Uncommon’s star rises

Winning Guinness is a coup for Uncommon, which expanded to New York last year following its sale to Havas. 

Since setting up shop, Uncommon New York has won business from broadcaster SiriusXM and grooming brand Harry’s.

It also hired Sam Shepherd from Leo Burnett Chicago as chief creative officer and Lindsay Cole from Droga5 as president.