Diageo is considering selling off the iconic Guinness brand

Bloomberg sources say the stout brand could be worth almost €10bn

Guinness is considered an outlier in Diageo's business, which consists mostly of spirits rather than beer, but its performance recently has outshone that of key liquor labels like Johnnie Walker whisky. Picture: Patrick Bolger/Bloomberg

A potential spin off or sale of iconic Irish stout Guinness is amongst the range of possibilities being considered by owner Diageo.

The company is examining options for the brand as it seeks to reignite growth under its new chief executive. Debra Crew has had a rocky year and a half since taking over as chief executive officer of the drinks giant.