Over the years, many traditions have built up regarding the right way to pour and drink a pint of Guinness. These have helped the brand remain memorable and socially relevant. However, according to Diageo’s Global Beers Director Grainne Wafer, by the early/mid 2010's, Guinness was no longer cool, and was starting to be seen as old-fashioned by the younger generation. To address this, the Guinness marketing team embraced what Grainner refers to as 'Community-First Marketing'. This included collaborating with social media 'Guinfluencers’ on a program of activities known as 'The Rituals'. Its aim was to make the brand's myths and traditions (like the ones shown below) seem fresh, fun and interesting to younger beer drinkers. The initiative has been hugely successful as Grainne explains in this article/video.