Guinness distribution in Finland switches to Sinebrychoff

Guinness Draught will change distributors in Finland this September, moving from Hartwall to Sinebrychoff, reports Yle.

Sinebrychoff previously distributed the brand from 2003 to 2020. All Guinness sold in Europe is brewed in Ireland, where the dry stout originates.

Diageo, the brand’s owner, reported in its 2025 fiscal review that strong Guinness sales growth drove expansion in Europe and North America. Sinebrychoff marketing director Soren Flensberg noted in a release that the brand has grown more popular in recent years than in decades.

A social media trend, the “split the G” drinking game, is credited with boosting its unexpected popularity. The game involves drinking from a Guinness glass to align the beer’s dark body and light foam with the logo’s “G.”

Finland’s beer market has seen declining sales since at least 2016, according to the Brewing and Soft Drinks Industry Association, though its data excludes non-member producers.

The shift follows other changes in Finland’s beverage industry. Earlier this spring, Carlsberg announced it will take over Pepsi production in 2029, ending Hartwall’s run since 1999. Carlsberg also said it would stop producing Coca-Cola, leaving the brand’s future production in Finland uncertain. Sinebrychoff is part of the Carlsberg Group.