Perceptions of Guinness as a ‘cool’ brand almost triples in two years among young people
Guinness remains the most valuable Irish brand
According to a new report from Brand Finance, 67% of 18–25-year-olds think Guinness is a ‘cool’ brand, up from 22% in 2023. Guinness remains the most valuable Irish brand, with its brand value rising 26% to €3.1 billion, attributed to rising demand and increased popularity.
Brand Finance data also reveals that 60% of young people now see Guinness as a ‘modern’ brand, up from 33% in 2023, and ‘consideration’ among women has increased from 67% to 77% in the same period. This shift underscores the evolving appeal beyond its traditional older male drinkers, strengthening its position for future brand value growth.
“Brand Finance data reveals that Guinness has seen a huge surge in popularity among Gen Z and women over the past two years. With minimal competition in the stout market and a strong foothold in non-alcoholic drinks, Guinness is a brand in a league of its own. Its ability to refresh and expand its consumer base underscores its status as a future-proof brand – one that is not only thriving today but is also well-positioned for growth among multiple generations and demographics,” said Henry Farr, valuation director, Brand Finance.
Allied Irish Banks (AIB) has emerged as the fastest-growing Irish brand in 2025, with its brand value more-than doubling (+148%) to €3.0 billion. This growth is largely driven by strong financial performance and organic growth following Ulster Bank’s exit from the Irish market in April 2023. AIB is now the second most valuable Irish brand.
Baileys remains the strongest Irish brand and Brand Finance research indicates that there is opportunity for Baileys to drive brand strength and equity among younger consumers by optimising associations between Baileys and the Baby Guinness shot
With a Brand Strength Index (BSI) score of 89.7 out of 100, Baileys remains the strongest Irish brand. Brand Finance data shows that Baileys performs exceptionally well in key metrics, scoring 9.4 out of 10 for ‘consideration’ and 9.2 for ‘preferred brand’. Its extension beyond alcoholic drinks – into products like truffle chocolates and ice cream – has further driven its brand power, earning a 9.4 out of 10 for ‘familiarity’, reinforcing its broad appeal beyond its core sector. However, Brand Finance research also indicates that there is opportunity for Baileys to drive brand strength and equity among younger (18–25-year-old) consumers by optimising associations between Baileys and the Baby Guinness shot, with ‘familiarity’ among young people falling from 84% in 2024 to 74% in 2025.
Paddy Power, with a BSI score of 83.4 out of 100, is the second strongest Irish brand. Brand Finance attributes this strength to its bold brand personality, which thrives on humour and cultural relevance, complemented by proactive marketing strategies with high-profile celebrity endorsements. According to Brand Finance data, Paddy Power notes perfect scores (10 out of 10) for metrics like ‘brand I know well’ and as a ‘preferred brand’, highlighting its dominant market presence and differentiation from competitors.
Every year, leading brand valuation consultancy Brand Finance puts 6,000 of the world’s biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 25 most valuable and strongest Irish brands are included in the Brand Finance Ireland 25 2025 report.
Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors.
