Dublín, del 17 al 19 de novembre de 2017: visita a la fàbrica Guinness i retorn cap a casa (19 de novembre de 2017; dia 3) (X)

Many of the best known Guinness television commercials of the 1970s and 1980s were created by British director, Len Fulford.

In 1983, a conscious marketing decision was made to turn Guinness into a "cult" beer in the UK, amidst declining sales. The move halted the sales decline. The Guardian described the management of the brand:

"they've spent years now building a brand that's in complete opposition to cheap lagers, session drinking and crowds of young men boozing in bars. They've worked very hard to help Guinness drinkers picture themselves as twinkly-eyed, Byronic bar-room intellectuals, sitting quietly with a pint and dreaming of poetry and impossibly lovely redheads running barefoot across the peat. You have a pint or two of Guinness with a slim volume of Yeats, not eight mates and a 19 pint bender which ends in tattoos, A&E [the ED] and herpes from a hen party."

In the late 1980s and early 1990s, in the UK, there was a series of "darkly" humorous adverts, featuring actor Rutger Hauer, with the theme "Pure Genius", extolling its qualities in brewing and target market.

The 1994–1995 Anticipation campaign, featuring actor Joe McKinney dancing to "Guaglione" by Perez Prado while his pint settled, became a legend in Ireland and put the song to number one in the charts for several weeks. The advertisement was also popular in the UK where the song reached number two.

In 2000, Guinness' 1999 advertisement "Surfer" was named the best television commercial of all time, in a UK poll conducted by The Sunday Times and Channel 4. This advertisement is inspired by the famous 1980s Guinness TV and cinema ad, "Big Wave", centred on a surfer riding a wave while a bikini-clad sun bather takes photographs. The 1980s advertisement not only remained a popular iconic image in its own right; it also entered the Irish cultural memory through inspiring a well known line in Christy Moore's song "Delirium Tremens" (1985). "Surfer" was produced by the advertising agency Abbott Mead Vickers BBDO; the advertisement can be downloaded from their website.

Guinness won the 2001 Clio Award as the Advertiser of the Year, citing the work of five separate ad agencies around the world.

In 2003, the Guinness TV campaign featuring Tom Crean won the gold Shark Award at the International Advertising Festival of Ireland, while in 2005 their Irish Christmas campaign won a silver Shark. This TV ad has been run every Christmas since its debut in December 2004 and features pictures of snow falling in places around Ireland, evoking the James Joyce story "The Dead", finishing at St. James's Gate Brewery with the line: "Even at the home of the black stuff they dream of a white one".

Their UK commercial "noitulovE", first broadcast in October 2005, was the most-awarded commercial worldwide in 2006. In it, three men drink a pint of Guinness, then begin to both walk and evolve backward. Their "reverse evolution" passes through an ancient Homo sapiens, a monkey, a flying lemur, a pangolin, an ichthyosaur, and a velociraptor, until finally settling on a mud skipper drinking dirty water, which then expresses its disgust at the taste of the stuff, followed by the line: "Good Things Come To Those Who Wait". This was later modified to have a different endings to advertise Guinness Extra Cold, often shown as "break bumpers" at the beginning and end of commercial breaks. The second endings show either the Homo sapiens being suddenly frozen in a block of ice, the ichthyasaurs being frozen while swimming, or the pool of muddy water freezing over as the mud skipper takes a sip, freezing his tongue to the surface.

Two further advertisements in 2006 and early 2007, "Hands" and "St. Patrick's Hands", were created by animator Michael Schlingmann for Abbott Mead Vickers BBDO. They feature a pair of hands, animated in stop motion under a rostrum camera. "Hands" focuses on the 119.53 seconds it takes to pour a pint, and "St. Patrick's Hands is a spoof of Riverdance, with the animated hands doing the dancing.

Guinness' 2007 advertisement, directed by Nicolai Fuglsig and filmed in Argentina, is entitled "Tipping Point". It involves a large-scale domino chain reaction and, with a budget of £10m, was the most expensive advertisement by the company at that point.

The 2000s also saw a series of television advertisements, entitled "Brilliant!" in which two crudely animated Guinness brewmasters would discuss the beer, particularly the ability to drink it straight from the bottle. The two would almost always react to their discoveries with the catchphrase "Brilliant!", hence the campaign's title.

In 2009, the "To Arthur" advertisement, which started with two friends realising the company's long history, hail each other by lifting up their glasses and saying: "to Arthur!". The hailing slowing spread throughout the bar to the streets outside, and finally around the world. The advertisement ends with the voiceover: "Join the worldwide celebration, of a man named Arthur".

This gave rise to the event now known as Arthur's Day. "Arthur's Day is a series of events and celebrations taking place around the world to celebrate the life and legacy of Arthur Guinness and the much-loved Guinness beer which Arthur brought to the world." It took place for the third time at 17:59 on 22 September 2011.

Wordwild sales

In 2006, sales of Guinness in Ireland and the United Kingdom declined 7 percent.  Despite this, Guinness still accounts for more than a quarter of all beer sold in Ireland.  By 2015, sales were on the rise in Ireland but flat globally.

Guinness began retailing in India in 2007.

Guinness has a significant share of the African beer market, where it has been sold since 1827. About 40 percent of worldwide total Guinness volume is brewed and sold in Africa, with Foreign Extra Stout the most popular variant. Three of the five Guinness-owned breweries worldwide are located in Africa.  The Michael Power advertising campaign was a critical success for Guinness in Africa, running for nearly a decade before being replaced in 2006 with "Guinness Greatness".

The beer is brewed under licence internationally in several countries, including Nigeria, the Bahamas, Canada, Cameroon, Kenya, Uganda, South Korea, Namibia, and Indonesia.  The unfermented but hopped Guinness wort extract is shipped from Dublin and blended with beer brewed locally.

In 2017 Guinness teamed up with AB InBev to distribute Guinness in mainland China. China is the single worldwide biggest alcohol market, especially for imported craft beers like Guinness.

The UK is the only sovereign state to consume more Guinness than Ireland. The third-largest Guinness drinking nation is Nigeria, followed by the USA;  the United States consumed more than 950,000 hectolitres of Guinness in 2010. (Continuarà)