Guinness shortage forces UK pubs to limit sales


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A nationwide shortage of Guinness has forced UK pubs and bars to implement rationing measures during the holiday season, as demand for the Irish stout reaches unprecedented levels.

The surge in popularity, particularly among younger consumers and women, has strained supply chains, according to the Independent. The beverage’s growing appeal has been partly fueled by social media trends, with brand director Joyce He noting the viral “splitting the G” challenge’s impact on sales.

The shortage has become so severe that Diageo, Guinness’s parent company, recently implemented purchasing restrictions for establishments across England, Wales, and Scotland, citing “exceptional consumer demand.” However, these limitations don’t extend to Northern Ireland or the Republic of Ireland.

In response to the scarcity, London publican Kate Davidson has introduced Guinness ration cards, though even this measure hasn’t prevented her establishment from running dry.

Recent data from CGA, a food and beverage industry research firm, reveals Guinness’s remarkable performance. While overall beer consumption declined between July and October, draft Guinness sales increased by more than 20%, as reported by the BBC.

The brand’s success extends beyond traditional products, with Guinness 0.0, their alcohol-free variant, doubling its European net sales in fiscal year 2024. The stout’s popularity has also soared in America, where Nielsen data shows it leading imported beer sales for the 12 months ending in October.

 

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