Creating £1bn of value for Guinness.

Craig recently had the privilege to appear with Diageo's Alison Falconer on Fergus O'Carroll's On Strategy showcase podcast. They talked about the recent Gold winning IPA paper that Craig helped write. In that paper, we tell the story of the Made of More idea, that has generated an extra £1bn in sales revenue for Guinness since it began in 2012. You can listen to both podcast episodes here.