Guinness gains popularity among Gen Z, pubs may run out of it
Guinness, the iconic Irish stout, has seen a surge in popularity in recent years, particularly among young people and women. The trend is evident in the UK, where Guinness sales have increased significantly, making it the top-selling beer by volume in 2024.
Social media influencers and marketing campaigns have played a significant role in rebranding Guinness as a trendy and cool drink, appealing to a wider audience beyond the traditional demographic of older men. The influence of platforms like TikTok has helped showcase different pubs and highlight the art of pouring the perfect pint of Guinness.
Diageo, the company behind the Guinness brand, has experienced exceptional consumer demand for the stout, prompting them to set allocation limits to ensure distribution can meet the holiday season demand. Pub owners are wary of potential supply shortages, especially during the busiest time of the year.
Despite the challenges with supply, the popularity of Guinness continues to grow, with the stout becoming a top choice for many consumers. Diageo’s successful marketing campaigns, including partnerships with influencers and sporting events, have contributed to the brand’s growth and appeal to a diverse audience.
The Guinness craze isn’t limited to the UK, as the stout has also gained popularity in the US. Guinness 0.0, a nonalcoholic version of the stout, has seen a doubling in net sales, reflecting a broader trend towards lighter and lower-calorie beer options.
In New York, pubs like The Dead Rabbit and Iona Bar have experienced increased demand for Guinness, with consumers appreciating the stout’s smooth taste and lower calorie content compared to other beers. The resurgence of Irish culture in the public eye has also contributed to Guinness’ newfound popularity.
Overall, the rise of Guinness as a trendy and appealing drink for a younger demographic signals a shift in consumer preferences towards lighter and more flavorful beer options. As the holiday season approaches, pub owners and consumers alike are eager to enjoy a perfectly poured pint of Guinness, making it a staple in the beer industry.
