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."
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