While the Covid pandemic threw much of the beer industry into crisis mode as pubs and other outlets closed for months, this case argues that 2020 to 2023 period was a golden era for Guinness, both culturally and commercially. Marketing played a central role in driving success in both Ireland and GB, where Guinness became the nation’s best-selling pint for the first time. This performance was achieved by opening up the brand to more people and more occasions, growing brand distinctiveness, and building a new media model. Evidence that communications worked includes increased net sales value and revenue ROIs in GB and Ireland of 1.89 and 3.22, respectively.