Against the Grain: How Guinness Wins in a Declining Market By Desiree Grace If you’re still recovering from St. Patrick’s Day or catching your breath after your March Madness bracket busted, it’s the perfect moment to appreciate a bit of irony. After the Super Bowl, St. Patrick’s Day, and the biggest tip-off of the year, overall beer consumption in the U.S. continues to decline. But not all beer. Guinness is growing, up roughly 14% in some markets, and in some areas...demand has even outpaced supply. Not bad for a beer that’s been around since 1759. In a shrinking category, Guinness is going against the grain. Why? Most explanations stop at surface-level observations: lower alcohol content, strong branding, social media buzz. All true. But they miss the deeper point. Guinness hasn’t just sold more beer. It has turned a commodity product into a controlled, shareable experience. That distinction matters. Guinness Isn’t Just Selling Beer, It’s Selling the Pour Yes, younger consumers, esp...

Make AI Your Friend: Hope Is Not a Sales Strategy in 2026 Customers aren’t waiting for salespeople to find answers anymore. They expect you to already have them. AI has automated the top of the funnel. Service expectations are rising. And “activity” is no longer the same thing as progress. In 2026, the salespeople who win won’t hope for an easier year; they’ll prepare for a harder one. If you want to read the full article published in Industrial Supply Magazine , click here . Frank Hurtte works with industrial distributors who want better sales performance without the hype. A consultant, speaker, and trainer, Frank focuses on practical sales strategy, customer expectations, and preparing teams for what’s next, not what was. He is the founder of River Heights Consulting and a frequent contributor to industry publications like Industrial Supply Magazine. ...