Heineken renews its exclusive Guinness distribution deal in Spain

Heineken España and Diageo have renewed their exclusive distribution agreement for Guinness in Spain, excluding the Canary Islands, extending a partnership that the companies said has lasted more than 25 years.

The renewal keeps Heineken España in charge of distributing Guinness across the Spanish market as the stout continues to expand its footprint in the country. The brand is now available in more than 6,000 bars and restaurants and in 5,000 grocery retail outlets, according to the companies.

Both groups said the new agreement is meant to support sustainable growth for Guinness in Spain and to build on demand from consumers and trade customers for higher-value beer offerings. They said the deal will also help widen the brand’s reach across different drinking occasions, from traditional pubs to more contemporary food-led venues.

Guilherme Cury Silva, president of Heineken España, said the renewal would allow the company to keep developing Guinness’s potential in Spain by using its distribution network and its knowledge of the hospitality channel. He said the agreement strengthens a relationship of more than 25 years and combines the two companies’ capabilities and experience to create value for the brand and the wider market.

Paulo Guludjian, general manager of Diageo Iberia, said the renewed partnership would help continue Guinness’s growth in Spain and bring the brand to more consumers. He said the collaboration would further strengthen Guinness’s presence in bars and restaurants while creating value for customers.

The companies linked the agreement to broader growth opportunities for Guinness in Spain’s hospitality sector, where premium beer has gained ground as operators look for products with stronger margins and clearer brand identity. They also pointed to Guinness’s role as an official sponsor of the English Premier League as part of its appeal to younger consumers.

The renewed deal is intended to support further development of the category in Spain’s on-trade market, with both companies framing it as a long-term effort to expand Guinness’s presence and value in the country.