New data from Brand Finance reveals perceptions of Guinness as a ‘cool’ brand almost triples in two years among young people
LONDON, 8 April 2025 – 67% of 18–25-year-olds think Guinness is a ‘cool’ brand, up from 22% in 2023, according to a new report from Brand Finance, the world's leading brand valuation consultancy. Guinness remains the most valuable Irish brand, with its brand value rising 26% to EUR3.1 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.
Henry Farr, Valuation Director, Brand Finance commented:
"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.”
Allied Irish Banks (AIB) has emerged as the fastest-growing Irish brand in 2025, with its brand value more-than doubling (+148%) to EUR3.0 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.
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.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
