Guinness has been forced to limit its beer supply to wholesalers and distributors across the U.K. following a significant surge in demand over the past year. The 20% rise in consumption has been particularly noticeable among younger drinkers, spurred by a combination of social media buzz and celebrity endorsements.
A representative for the brand confirmed the supply challenges, telling The Morning Advertiser, “Over the past month, we have seen exceptional consumer demand for Guinness in GB [Great Britain]. We have maximized supply and are working proactively with our consumers to manage distribution as efficiently as possible.”
The shortage has led some pubs to take creative steps to manage demand. The Old Ivy House in London went viral last week after posting a “Guinness Ration Card,” requiring a staff signature before customers could order a pint. The pub’s policy mandates that guests must purchase at least two other beers before being allowed to indulge in the seasonal favorite.
Guinness’ Resurgence Among Gen Z
The rise of Guinness’ popularity among younger drinkers may seem surprising for a brand that has been around for 265 years. However, the stout’s revival has parallels to the resurgence of Pabst Blue Ribbon in the late 2010s. While Pabst’s comeback was driven by hipster culture, Guinness owes its newfound popularity to the influence of social media and the power of influencers—dubbed “Guinnfluencers.”
Kim Kardashian is widely credited with kickstarting this trend when she was photographed sipping Guinness during a St. Patrick’s Day pub crawl in London last year. Soon after, pop star Olivia Rodrigo further fueled the trend by wearing a tank top emblazoned with the slogan “Guinness Is Good 4U” during a concert in Dublin. Diageo CEO Debra Crew noted that these high-profile endorsements, which appear to have been organic and unpaid, contributed to a 24% increase in female drinkers of the brand.
In addition to celebrity endorsements, viral drinking challenges have also played a significant role in the beer’s resurgence. One of the most popular is the “Splitting the G” challenge, where participants aim to reduce their pint to the middle of the “G” logo on the glass. A more controversial trend, the “Gonster,” mixes Guinness with Monster Energy, echoing the reckless energy of pre-2010 Four Loko.
Collaborations and Brand Expansion
Guinness has not only benefited from these grassroots trends but has actively cultivated its newfound appeal through strategic partnerships. The brand has made waves in the fashion world with collaborations with JW Anderson, Lucky Brand, and Over The Pitch. Additionally, Guinness recently teamed up with Levain Bakery to create a limited-edition cookie tin that pairs with its Draught Stout, tapping into the Instagram-friendly food craze.
From influencer-driven social media campaigns to branded merchandise, Guinness has taken every step to maintain its momentum as a leading alcohol brand in 2024.
Looking Ahead
As pubs brace for continued supply shortages, Diageo executives are undoubtedly looking for ways to ensure the trend doesn’t lose steam. Richard Hall, managing director of Inn Express, likened the situation to the toilet paper shortages during the COVID-19 pandemic, noting, “The more coverage that comes, the worse the situation gets.”
With Guinness continuing to ride a wave of cultural relevance, it seems the iconic beer is poised for even more growth in the year ahead.
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