Guinness Increases UK Shipments Amid Demand Surge

Guinness is experiencing a surge in demand in the UK, leading to shortages in some pubs, prompting its parent company Diageo to tap into its Irish reserves typically reserved for domestic consumption. This increased demand has been fueled by successful marketing campaigns targeting younger consumers, especially women and Gen Z, through social media and celebrity endorsements. Some pubs have resorted to rationing Guinness, with landlords using cards to ensure fair distribution among customers. To prevent further shortages, Diageo has put North American shipments on hold for potential redirection to the UK. A phased restocking is planned for early 2025, as the Six Nations rugby championship approaches, traditionally a peak sales period for Guinness. Despite skepticism regarding the authenticity of the shortage, Diageo insists that the rising demand is genuine, stating they are producing more Guinness than ever in their 265-year history.