Worldwide Sales
Sales of Guinness in Ireland and the United Kingdom declined 7% in 2006. Despite this, Guinness still accounts for more than a quarter of all beer sold in Ireland.
Guinness has a significant share of the African beer market, where it has been sold since 1827. About 40% of worldwide total Guinness volume is brewed and sold in Africa, with Foreign Extra Stout the most popular variant. The Michael Power advertising campaign was a critical success for Guinness in Africa, running for nearly a decade before being replaced in 2006 with "Guinness Greatness".
The beer is brewed under licence internationally in several countries, including Nigeria, the Bahamas, Canada, and Indonesia. The unfermented but hopped Guinness wort extract is shipped from Dublin and blended with beer brewed locally.
The UK is the only sovereign state to consume more Guinness than Ireland, and the third largest Guinness drinking nation being Nigeria, followed by the USA. The United States consumed more than 950,000 hectolitres of Guinness in 2010.
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“There are no galley-slaves in the royal vessel of divine love—every man works his oar voluntarily!”
—St. Francis De Sales (1567–1622)