Pub establishments in Britain express concerns about potential shortages of Guinness.
The iconic Irish stout, recognized by its distinctive rich, warm brown hue, lavish frothy head, and unique pouring technique (a well-crafted Guinness takes 119.5 seconds to pour), has long been synonymous with rugby enthusiasts and pub-goers in Ireland.
however, the past two years have witnessed a dramatic surge in Guinness' popularity, particularly among the youth and women.
As per CGA, a data analytics company specializing in food and beverage markets, beer sales in the UK dwindled by 0.5% from July to October in 2022. In contrast, Diageo, Guinness' parent company, recorded a 23.2% increase in beer sales throughout the same period. More specifically, Guinness keg sales skyrocketed by 20.9%.
By the close of October, Guinness had become the highest-selling beer by volume in the UK, as per Nielsen data shared with CNN.
TikTok influencers and marketing strategies have been instrumental in dispelling the stereotype that Guinness is an elderly man's drink. Logue attributed the beer's sudden popularity to TikTok influencers, who showcased various pubs through their video reviews, rating and comparing the best poured pints around London.
Logue was shocked to witness a group of six young people, comprising three men and three women, approach the bar at Sheephaven Bay and order a round of Guinness – a sight unseen in the past.
“It was once portrayed as an older man’s drink, but now it’s for everyone,” Logue said. “Now it’s trendy and cool.”
Diageo has alerted certain pub owners that allocation limits would be imposed on Guinness to maintain its distribution throughout the holiday season.
“Over the past month, we have seen extraordinary consumer demand for Guinness in (Great Britain),” a Diageo spokesperson stated in a statement. “We have maximized supply and are actively collaborating with our partners to manage the distribution efficiently to the trade.”
Although not all pubs have been affected by the allocation limits, pub owners have expressed concerns about meeting the escalating demand, especially during the holiday season, which is typically their busiest and most profitable time of the year.
Logue, who consumes around 40 to 50 kegs of Guinness weekly, secured an order of 60 kegs on Friday. Feeling both elated and relieved to have sufficient stock for the week.
A shining star for Diageo
Although the liquor and brewing industries have experienced a decline in growth in the past year, Diageo's Guinness has bucked this trend, as noted by analyst Verushka Shetty of Morningstar.
In March 2022, Diageo launched a successful marketing campaign featuring actor Jason Momoa, which Shetty suggested contributed to the brand's surge in popularity, particularly among women and the younger demographic.
On Diageo's annual earnings call in July, CEO Debra Crew announced a 15% increase in global net sales for Guinness during the fiscal year 2022-2023.
Crew attributed the growth to the brand's marketing campaigns, such as those with Momoa, and collaborations with social media influencers to create content and shape the brand.
In Great Britain, Guinness consumption among women increased by 27% from fiscal years 2021 to 2022, as per Crew.
Additionally, Diageo expected its business partnerships with sporting events, such as the Premier League and Six Nations Rugby, to continue fueling demand.
At The Auld Shillelagh in London's Stoke Newington neighborhood, which has been a "Guinness house" since 1991, deliveries of Guinness kegs arrive two to three times a week. Aonghus Leydon, co-owner of the pub alongside his brother, told CNN that while they've always been known for their Guinness, he had noticed an increase in popularity recently.
“Guinness has always been a high-volume product for us. But yes, I would say in the last couple of years, Guinness sales are up,” he said. Guinness currently accounts for up to 70% of the pub's sales.
Leydon, who hails from Roscommon, Ireland, stated that the number of young people drinking Guinness has significantly increased compared to 10 years ago.
“Our clientele is mostly composed of people in their early 20s to early 30s, and the majority are Guinness drinkers,” Leydon said. “It is pretty balanced in terms of gender.”
Harry Evans, 26, a customer at a pub in London's Shoreditch neighborhood, revealed that he enjoys Guinness because it's smooth, enjoyable, and less fizzy than other beers. “I drink it all year round,” he said.
Leydon, who has been in the trade for 37 years, shared that he's never encountered any issues with Guinness supply, which explains why some pub owners are worried about allocation limits.
Leydon has not yet received any notification regarding allocation limits, but he conveyed that they have grown anxious about fulfilling deliveries during this period.
Over at The Dead Rabbit in Manhattan, co-founder and managing partner Jack McGarry declared that he'd shifted more Guinness in the initial 10 months of 2024 than he did throughout all of 2023.
Hailing from Belfast, Northern Ireland, McGarry believes Irish culture is experiencing a resurgence in the limelight, which is positively impacting Guinness's sales.
He also mentioned that younger generations are coming to appreciate that Guinness is a light, low-calorie brew. A typical 20-ounce pint of Guinness packs around 210 calories, similar to a lager like Stella Artois which has approximately 224 calories in the same serving size. Additionally, Guinness has an ABV of 4.2%, comparable to a light beer like Michelob Ultra.
McGarry went on to say that all their bars are surpassing their previous year's sales. The Dead Rabbit even has an establishment in Austin, Texas.
Victor Boyd, proprietor of Iona Bar in Williamsburg, Brooklyn, who hails from Dublin, has been serving Guinness for a quarter of a century. He too has noticed the recent surge in popularity.
However, it's not just the youth, according to Boyd. An influx of positive social media reviews about the top-notch Guinness pours in New York City has gained his bar significant attention.
"Many have discovered the pleasures of a stout with less alcohol and calories than many other beers," Boyd concluded.
CNN’s Maisie Linford contributed to reporting
In the face of a general decline in growth in the liquor and brewing industries, Diageo's Guinness has stood out as a shining star, bucking the trend as noted by analyst Verushka Shetty of Morningstar.
The successful marketing campaign featuring actor Jason Momoa, launched by Diageo in March 2022, has been credited by Shetty for contributing significantly to Guinness' surge in popularity, particularly among women and the younger demographic.
