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The foreshadowing of the Guinness beer boom could have happened from the moment when, last year, Olivia Rodrigo was captured at a show wearing a T-shirt inscribed with the slogan “Guinness is good 4 u”. That phrase, which was an advertising slogan for Ireland’s most famous drink in the 1920s before it was banned in the 1960s, would somehow project Generation Z‘s current obsession with stout.
On St. Patrick’s Day, Kim Kardashian would continue to feed that trail of popularity, having her picture taken in a pub with the beer, and her fans around. Now, the beer has reached new heights of demand, especially among the younger generation, leading to its supply in the UK being limited by its producer, Diageo, who has taken the drink to the top through marketing campaigns with other personalities in the system such as Lewis Capaldi or Jason Momoa.
Guinness is in short supply in pubs
In the run-up to Christmas, and having become one of the mainstream spirits of the year, Diageo has limited orders to pubs to ensure adequate stocks during the festive season. Indeed, sales of Guinness on draught rose by more than 20% between July and October, contrary to the general trend of beer consumption, which has declined slightly.
To meet growing demand, Diageo is expanding its production capacity with upgrades to its Dublin brewery and the construction of a new plant in County Kildare.
In addition, beyond the younger generation, the drink is becoming increasingly popular among women, and recent international rugby matches have also made supply more difficult.
