The iconic Irish stout is soaring in popularity, especially among young people and women.
At the Sheephaven Bay pub in London, tucked just behind Camden High Street, Guinness accounts for more than 50 per cent of draught beer sales. Owner Pat Logue told CNN that this year he's already sold double the amount of Guinness that he did two years ago.
Social media influencers and marketing campaigns have helped to dispel notions that Guinness is a drink for older men. Logue credited influencers on TikTok for making the beer trendy and showcasing different pubs through video reviews that rank and compare the best-poured pints around London. With the sudden increase in demand, Diageo has told some pub owners that it would set allocation limits on Guinness to ensure distribution can last through the holiday season.
Logue, who goes through 40 to 50 kegs of Guinness in a week, secured an order of 60 kegs on Friday. He said he was nervous up until the delivery arrived, and he's relieved he has enough stocked up for this week.While growth has slowed for distillers and brewers in the past year, Diageo's Guinness has gone against the trend, noted Verushka Shetty, an equity analyst at Morningstar.
At The Auld Shillelagh in London's Stoke Newington neighbourhood, which has been a "Guinness house" since 1991, deliveries of kegs of the Irish stout arrive two to three times a week. Aonghus Leydon, co-owner of the pub alongside his brother, told CNN that while they've always been known for their Guinness, he has noticed an uptick in popularity in recent years.
While drinking at a pub in London's Shoreditch neighbourhood, Harry Evans, 26, told CNN that he loves Guinness because it's smooth, drinkable and "less gassy" than other beer. "I drink it all year round," he said. At The Dead Rabbit in Manhattan, co-founder and managing partner Jack McGarry said he'd sold as much Guinness in the first 10 months of 2024 as he had sold in the entirety of 2023.
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