Pubs across the UK have been forced to issue rationing cards for Guinness in order to cope with an unprecedented demand for the Irish beer over Christmas.
Many pubs have reported running out of the black stuff altogether, while others have admitted to ‘panic buying’ Guinness in bulk in order to ensure their taps don’t run dry.
Demand for Guinness has sky-rocketed in recent months, as a new wave of ‘Guinnfluencers’ on social media have boosted the drink’s reputation on social media, bringing in a swathe of new customers.
Sales of the foamy beer among women have increased by 24 per cent in 2024 alone, leading some pubs to ration it to maximise customer demand.
‘When you fancy a Guinness, you fancy a Guinness,’ Phil Inzani, of Polo bar in central London, told the Times.
‘It’s creating an awkward situation for us. We do have stocks of Guinness without alcohol but it’s not quite the same.’
Kate Davidson, owner of The Old Ivy House in Clerkenwell, even went as far as introducing rationing cards to limit the supply of Guinness.
‘You have to buy two regular drinks before you can buy your ration of Guinness,’ she explained.
‘We’ve had one gentleman who turned around and left. Everyone has taken it with good humour.’
She added: ‘I normally make sure I have seven barrels per week and I would up that in the run-up to Christmas. But I was restricted to only four [by our brewery].’
‘So on Wednesday, when I got my order, we only had half a barrel left in the cellar at the busiest time of the year. And we’d run out by 10pm on Friday night.’
Sarah Love, one of the new wave of female Guinness drinkers believes that the increased demand could be down to the trendy game drinkers play to try to ‘split the G’ of the Guinness logo on the glass in their first sip.
The 38-year-old influencer, from Glasgow, said: ‘I’m not one for splitting the G.
‘I just want to drink my pint like you’re meant to, which I think is the case for most original Guinness drinkers anyway if I’m honest.
‘If a pub has a split the G challenge to win a T-shirt or something though, then I’m there for it.
‘I’ve seen a massive rise in popularity personally, when I started this page there were only a couple of other Guinness pages on Instagram, now there seems to be loads.
‘When I have been speaking to pub owners that I know, they have said that sales have risen too, a lot more people are drinking it now.
‘I was a bit shocked when I heard the news.
‘I’m hoping it isn’t as bad as it’s been made out and it doesn’t affect pub trade over Xmas, it’s tough enough for pubs as it is.’
She added: ‘If you can’t get Guinness, then I’d say Murphy’s if you can get it, London Black or Belhaven Black are always winners if you want a nice draught stout.’
A spokesman for Diageo, Guinness’ parent company, 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.’
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