“Guinness 0.0 has been a significant driver of growth. The moderation trend is here to stay,” said MacDonald. 

No matter how people’s drinking habits change—on the beach or at the pub, imbibing a classic stout or something alcohol-free—MacDonald said Guinness’s most important value has endured through the decades. 

“It’s about the power of communion. How that manifests or is dramatized in advertising may change over time based on the world around us,” she said. “But the fundamentals of people coming together and the goodness that brings, remain unchanged.”