Diageo targets emerging markets with expanded Guinness production

By: Trademagazin editor Date: 2025. 08. 22. 09:31

Diageo is planning a major expansion of its new €200 million brewery in Littleconnell, Co Kildare, in response to soaring global demand for Guinness and Guinness 0.0. The upgrade will more than double production capacity and strengthen Ireland’s role in global beer exports.

Construction began last June, and Diageo says that the proposed expansion will more than double the brewery’s capacity to 4.5 million hectolitres. The group is in the throes of preparing a planning application to Kildare County Council.

Kildare to support emerging markets and wider portfolio

The Irish Independent reports that while the famed St James’s Gate brewery in Dublin will remain the home of Guinness production, when the new Kildare facility comes on line next year it will brew beers such as Rockshore, Harp, Hop House 13, Smithwick’s, Kilkenny and Carlsberg as well as becoming a production hub for Guinness and Guinness 0.0 growth in emerging markets.

Capacity at St James’s Gate came under severe pressure last winter as demand for Guinness in Britain and Ireland soared. There were widespread reports of shortages and even rationing to customers in some UK pubs.

Guinness 0.0 driving expansion strategy

Part of that was triggered by the soaring popularity of Guinness 0.0, which is currently brewed only at St. James Gate. The company reported that sales of Guinness 0.0 draught grew by 161% between June 2022 and March 2025.

Diageo said that St James’s Gate in Dublin “will remain the heart and soul of Guinness, continuing to brew for its largest and most established markets”, including Ireland, the UK and the US.

“Diageo’s commitment to this iconic site – its heritage, its legacy, and its future – remains stronger than ever.”

Strategic growth vision for Littleconnell

Commenting on the proposed expansion in Kildare, Diageo’s global head of beer supply, Colin O’Brien, said: “This planned expansion at Littleconnell is designed to position us for future global growth opportunities for Guinness and Guinness 0.0.

“By increasing our capacity, we can better serve emerging markets while strengthening Ireland’s position as a leading market for beer exports.”

Diageo’s broader brewing strategy evolves

While Diageo has sold several breweries in Africa over the past couple of years, it has retained control of the Guinness brand, which is increasingly produced under licence.

The group is also preparing for a showhouse microbrewery to come on stream in Covent Garden, London, at the turn of the year.