Pub landlords are “stockpiling” and rationing Guinness, amid a surge in demand that has left some pubs drained dry of the black stout.
Seemingly driven by its sudden popularity among younger people, Guinness maker Diageo has limited supplies to trade customers while working flat out to meet demand.
Richard Sims, who owns three pubs in Tunbridge Wells, said he got a tip-off that there would be a Guinness shortage and started stockpiling it.
“None of the Guinness we ordered turned up this morning – our other wholesaler is enforcing a 2 keg maximum,” he told Yahoo News. “But we’re a little ahead of the game, I got an early tip about the shortage – and I must admit we started stockpiling.”
The result of the ongoing shortage is that some pubs have introduced rationing to curb demand – while others have run out altogether.
What’s happening to the supply of Guinness?
The amount of Guinness pubs can buy has been limited, leading to some pubs running out.
This is due to a surge in demand for the black stout, which has become Britain’s top-selling beer by volume, according to Nielsen data.
Sales of Guinness kegs grew 20.9% between July and October this year, against a background of general decline in beer sales, according to consumer data insights firm CGA.
The increase in Guinness consumption came after Diageo increased marketing efforts and worked with influencers on platforms such as TikTok to raise its profile among young people.
As a result, so-called ‘Guinnfluencers’ on social media helped to boost the drink’s popularity – with Kim Kardashian pictured drinking it in 2023.
Pub landlord Sims said, “A couple of years ago I would have described Guinness as a niche drink – particularly in warmer months. Not a huge seller but those that drank it were fiercely loyal – unlike almost any other brand people would walk out if you didn’t have it.
“People might have their favourite lager but they’ll accept an alternative and maybe switch to it. Guinness drinkers accept no substitute.
“Last Christmas we noticed a massive uptick – it became our best selling product and it’s remained in the top five even in hotter months. I think a lot of people have switched to it as their usual drink. Again their no particular age profile, the big change is it’s become a ‘party drink’ and I think that’s the direct effect of the Guinnfluencers.”
Wetherspoons also credited Guinness for boosting sales in May this year, in particular with young drinkers.
Tim Martin said, “The gods of fashion have smiled upon Guinness, previously consumed by blokes my age, but now widely adopted by younger generations.”
What have the makers of Guinness said?
Diageo is working at 100% production capacity to meet demand, and has placed limits on orders from trade customers, blaming “exceptional demand”.
A Diageo spokesman said: “Over the past month we have seen exceptional consumer demand for Guinness in Great Britain.
“We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”
Both pubs and Guinness maker Diageo have been managing limits in order to control supply and avoid panic buying.
Diageo is said to be managing allocations to pubs on a weekly basis.
Pubs such as the Old Ivy House in Clerkenwell are using ration cards to control supply, only allowing drinkers to buy a Guinness if they buy two other drinks first.
Read more
This Guinness ‘badger’ drink is the stuff of nightmares
Click below to see the latest South and South East headlines