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In the lead up to Christmas, Guinness pubs in Great Britain have been faced with the challenge of limited supply. Diageo, the maker of Guinness, has implemented this restriction after experiencing a surge in demand in the past three weeks. It is reported that the company is currently operating at maximum production capacity, with Great Britain suffering from limited orders of the popular Irish drink. It appears that it is primarily young people and women who are contributing to the rise in popularity of Guinness, with recent rugby internationals adding to the depletion of supplies.
According to online statistics from CGA, sales of Guinness have been bucking recent market trends, with the volume of Guinness consumed from kegs up by more than a fifth between July and October. Despite the trend being on the up, Diageo has said that it is committed to “maximising supply” and being proactive with customers to “manage distribution to trade as efficiently as possible.” As Guinness continues to grow in appeal, Diageo has continued to pump money into its brewery in Dublin, with a new brewery also being produced in County Kildare.
As well as expanding its facilities, Diageo is also working on diversifying the appeal of Guinness. This has included celebrity tie-ups with Lewis Capaldi and actor Jason Momoa, as well as utilizing the popularity of social media influencers over the course of the past few years. As the drink continues to become more popular, Guinness pubs will need to make sure they are proactively managing their stock in order to meet consumer demand over the busy Christmas period
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