Why pubs in the UK are facing a shortage of Guinness, a popular ale

It could be a Dry December for several Guinness fans after pub landlords across the UK are witnessing reduced Guinness allocations from distributors.

The distributors want to make sure that there is sufficient stock for the Christmas season.

What’s behind the surge in popularity? Gen-Z, which is drawn to its aesthetic appeal, often posts pictures of the iconic pint on social media.

Once a favourite of older men and rugby teams, the thick white head and its famous 119.5-second pour time of Guinness have become a trendy choice for many.

ALSO READ | Why beer tastes better when it’s cold. The science explained

How Guinness became the top choice for Gen-Z

Guinness is experiencing a celebrity-driven renaissance, with stars like Kim Kardashian and Olivia Rodrigo helping the stout gain newfound popularity among younger drinkers.

More from Explainers

How ChatGPT is becoming everyone’s BFF and why that’s dangerous This Week in Explainers: How recovering from Gen-Z protests is a Himalayan task for Nepal

Enda Murray, a London pub landlord, told BBC that a post-pandemic surge in Guinness sales was seen, particularly among young patrons. The trend of “splitting the G,” where drinkers take a sip to align the stout with the “G” in Guinness on the glass, has added to the appeal.

Guinness 0.0, the non-alcoholic version, is also thriving as it accounts for nearly 3% of the brand’s global volume. Viral trends like the “tilt test” and Instagram accounts showing perfect or subpar pours have amplified its appeal.

However, exceptional demand has led Diageo to ration the stout across Great Britain, with production already at maximum capacity. Meanwhile, rugby internationals and a rising number of non-alcoholic beer fans have further fuelled the Guinness craze.

Editor’s Picks

1

Oh Beer! Why Bengaluru may be staring at a beer shortage 2

Think moderate drinking enhances longevity, lowers heart disease risk? A new study says...

ALSO READ | Holiday horrors: What is high-intensity drinking, considered more dangerous than binge-drinking?

How Diageo is managing the rising demand

Diageo has introduced weekly allocations to ensure sufficient Guinness stock for the festive season. A spokesperson told BBC the company is “working proactively” with customers to maximise supply and manage efficient distribution amid “exceptional consumer demand” in Great Britain.

“Over the past month we have seen exceptional consumer demand for Guinness in Great Britain,” the spokesperson said.

“We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”

Guinness’s rising popularity is credited to successful marketing campaigns and collaborations with influencers. Celebrity moments, like Kim Kardashian drinking a pint in London and Olivia Rodrigo performing in a “Guinness is good 4U” T-shirt in Dublin, have further boosted its appeal.

Despite the demand surge, Diageo confirmed that deliveries in Northern Ireland and the Republic of Ireland would continue “without disruption.”

ALSO READ | What is the new law that UK is considering on drink spiking? Why now?

The stout that is giving Guinness a run for its money

As Guinness faces soaring demand and supply challenges, Murphy’s, a lesser-known stout, is quietly gaining traction. Once a niche favourite, Murphy’s is now appearing in more pubs across Britain, The Telegraph UK said in a report.

Stella King, 29, switched to Murphy’s after a friend’s recommendation. She told the newspaper, “I was a big Guinness drinker, but a year or so ago a friend suggested trying Murphy’s…I really liked it. The other day I had half a Guinness before having a Murphy’s, and you could really taste the difference. [Murphy’s is] a bit smoother, a bit sweeter.”

While stout sales in Britain surged by 12% in 2023, Guinness remains the market leader by a large margin. However, Murphy’s growth is linked to landlords seeking a cheaper alternative “as a result of Diageo experiencing supply issues with Guinness we have seen unprecedented demand for Murphy’s”. Some pubs even suspended Murphy’s orders temporarily as demand outpaced supply.

Despite Murphy’s success, Heineken, its parent company, claims that it has not increased marketing for the brand, a spokesperson told the British daily. Meanwhile, Guinness is doubling down, investing in its St James’s Gate brewery in Dublin and a new facility in County Kildare, while expanding its appeal through celebrity partnerships with Lewis Capaldi and Jason Momoa.

The Irish Examiner announced that the stout battle between Guinness and Murphy’s moves to the UK” as landlords who were unhappy with the rising Guinness prices turned to the cheaper Murphy’s.

With inputs from agencies