A surge in Guinness’s popularity, driven by social media trends and clever marketing, has British pubs worried they might run out of the beloved stout during the holiday season.
According to CNN, at London’s Sheephaven Bay pub, where Guinness accounts for over half of draft beer sales, owner Pat Logue said demand has skyrocketed.
He said, “This year, I’ve already sold double the amount of Guinness that I did two years ago.”
The Irish stout, once stereotyped as a drink for older men, has undergone a transformation. Thanks to TikTok influencers showcasing the “perfect pint” and campaigns dispelling old-fashioned perceptions.
Logue explained, “It used to be portrayed as an older man’s drink, but now it’s for everybody. Now it’s a cool drink.”
The growing appeal has led to unprecedented demand. From July to October, while UK beer sales dropped by 0.5%, sales of Guinness soared, with keg sales rising by 20.9%. By the end of October, Guinness had claimed the title of the UK’s top-selling beer by volume for 2024, according to Nielsen.
However, the drink’s newfound fame is creating supply challenges. Diageo, the company behind Guinness, has warned pub owners about allocation limits to manage distribution during the busy holiday season.
“Over the past month, we have seen exceptional consumer demand for Guinness in [Great Britain],” a Diageo spokesperson said. “We have maximized supply and are working proactively with our customers.”
Logue, who goes through 40 to 50 kegs of Guinness weekly, secured 60 kegs in his latest order but admitted to nerves as he awaited delivery.
The Auld Shillelagh in Stoke Newington, a pub long known as a “Guinness house,” is facing similar concerns.
Co-owner Aonghus Leydon said Guinness now accounts for 70% of their sales, with younger drinkers driving the demand. “Our clientele are mostly in their early 20s to early 30s, and the majority would be Guinness drinkers,” Leydon said.
The stout’s rise in popularity extends beyond the UK. Guinness was the top-imported beer in the US in the 12 months leading up to October, with nonalcoholic Guinness 0.0 also seeing its European sales double in 2024.
Marketing efforts, including a campaign with actor Jason Momoa and partnerships with events like the Premier League, have broadened Guinness’s appeal globally.
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