Workforce Training Strategy

Ever wondered what bar staff think about the drinks they serve? Turns out they felt Guinness had fallen  into the shadows of more dynamic international brands. We couldn’t have that.

With our staff advocacy and training programme, we wanted them to feel excited about the future of Guinness. But training programmes are boring. That’s why the Guinness Challenge was born –  a lively pub quiz with competitive rounds, voxpop films, an incredible VR experience, live tasting sessions and epic prizes. We even created a modular version to rollout to bars globally.