Guinness has flourished under the ‘Made of More’ brand idea for eight years. This paper assesses its overall impact from 2012-19, quantifying the value of the idea at £1 billion and highlighting increasing returns YOY. Extending its association with rugby, Guinness told the story of a mother’s legacy to her rugby fan sons, and of a pioneering Japanese women’s team. A PR and digitally-led idea, Clear, encouraged fans to moderate alcohol by drinking water. As a result, Guinness increased UK value share and protected it in Ireland. It is estimated ‘Made of More’ has returned GP ROI of £4.81 per £1 since 2012.