A surge in the popularity of Guinness, fueled by social media trends and clever marketing, has British pubs worried about running out of the beloved stout during the Christmas season.
According to CNN, at London's Sheephaven Bay pub, where Guinness accounts for more than half of draft beer sales, owner Pat Logue said demand has skyrocketed.
He said: “This year, I have already sold twice as much Guinness as I did two years ago.”
Irish stout, once stereotyped as an old man's drink, has undergone a transformation. Thanks to TikTok influencers who show off the “perfect look” and campaigns that dispel outdated perceptions.
Logue explained: “It used to be presented as a drink for older men, but now it's for everyone. “Now it’s a cold drink.”
The growing appeal has led to unprecedented demand. From July to October, while UK beer sales fell 0.5%, Guinness sales soared and keg sales rose 20.9%. By the end of October, Guinness had claimed the title of best-selling beer by volume in the UK by 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 Christmas season.
“Over the last month, we have seen exceptional consumer demand for Guinness in [Great Britain]”said a Diageo spokesperson. “We have maximized supply and are working proactively with our customers.”
Logue, who consumes between 40 and 50 barrels of Guinness weekly, got 60 barrels in his latest order, but admitted to being nervous while waiting for delivery.
The Auld Shillelagh in Stoke Newington, a pub long known as the “Guinness house”, faces similar concerns.
Co-owner Aonghus Leydon said Guinness now accounts for 70% of its sales, with younger drinkers driving demand. “Our clientele is in their 20s and 30s, and the majority are Guinness drinkers,” Leydon said.
The rise in popularity of stout extends beyond the UK. Guinness was the most imported beer in the US in the 12 months to October, and non-alcoholic Guinness 0.0 also doubled its sales in Europe in 2024.
Marketing efforts, including a campaign with actor Jason Momoa and partnerships with events such as the Premier League, have broadened Guinness' appeal globally.
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