Many of the best known Guinness television advertisements of the 1970s and 1980s were created by British director, Len Fulford. [118] Guinness has a relatively fast brewing process with a warm fermentation and maturation compared to ales and lager,” Steve explains. “It takes typically 10 days from grain in to kegs out the gate.” Within that 10-day process, there is an important pause to let the double-jobbing yeast do its second job. “After the yeast has fermented all of the sugar into alcohol, we then move the beer to a maturation vessel with a little more yeast for about three days,” he says. “When the yeast is no longer fermenting, it matures the flavour of the beer to the flavour profile we want in Guinness Draught.”

Gunn, D.; Wilkie, E. (30 November 2006). The Gunn Report and Showreel of the Year (8thed.). FlaxmanWilkie. ISBN 978-0-9551646-1-3. In 1983, a conscious marketing decision was made to turn Guinness into a " cult" beer in the UK, amidst declining sales. [119] The move halted the sales decline. The Guardian described the management of the brand:When Guinness is poured, the gas bubbles appear to travel downwards in the glass. [108] The effect is attributed to drag; bubbles that touch the walls of a glass are slowed in their travel upwards. Bubbles in the centre of the glass are, however, free to rise to the surface, and thus form a rising column of bubbles. The rising bubbles create a current by the entrainment of the surrounding fluid. As beer rises in the centre, the beer near the outside of the glass falls. This downward flow pushes the bubbles near the glass towards the bottom. Although the effect occurs in any liquid, it is particularly noticeable in any dark nitrogen stout, as the drink combines dark-coloured liquid and light-coloured bubbles. [109] [110] Guinness® Foreign Extra Stout". Guinness. Archived from the original on 5 December 2018 . Retrieved 26 October 2018.

Hops and roasted barley are added to the sweet wort to balance and enhance the flavour (Guinness has twice the amount of hops than most other beers, giving it an intense taste!). Step 3: Boiling Spirits soar at Diageo". Findarticles.com. 2005. Archived from the original on 12 March 2012 . Retrieved 19 December 2011. a b Kundu, Suze. "The Science Behind Pouring The Perfect Pint Of Guinness". Forbes. Archived from the original on 20 April 2020 . Retrieved 28 June 2022.

Iorwerth Griffiths – 'Beer and Cider in Ireland: The Complete Guide' (2008) Liberties Press ISBN 978-1-905483-17-4

The Genius mission is to make healthier drinking a pleasure, not a compromise. Both Mark and David recognise that today’s consumers want a great beer that’s part of a healthy lifestyle. The secret to its particular taste is the use of extra hops and a stronger ABV, which were initially meant to preserve the beer during long overseas excursions.Pub selling pints of Guinness for a third of London price. Metro. 30 July 2023. Retrieved 31 July 2023.