Guinness is a beer brand with centuries of global cultural dominance, so it's no surprise the beer sells well. Recently though, Guinness has been absolutely crushing it. Everywhere. In the United States, the volume of the Irish stout has increased by 25 percent in five years. At home in Ireland, Guinness is the fastest-growing beer in the country -- meaningful for a brand that's been around since the 1750s. So how can this current phenomenon be explained?

Turns out, the vast majority of Guinness's growth comes from organic "campaings" that the brand actually has nothing to do with. Instead, consumers lead the charge, participating in trends like Splitting the G and the Gonster that have dominated social media this past year and have undeniably had an impact on the beer's current success. But beyond the beer's viral fame, consumers know what to expect when they order a Guinness -- and maybe that's why they keep coming back for more.

Today on the "VinePair Podcast," Adam and Joanna sit down with Laura Merritt, president of Diageo Beer Co., to discuss the ways in which the drinking public just keeps coming back to Guinness. Tune in for more.