Manufacturer attributes the shortage to a significant increase in demand; In some establishments, customers are required to purchase two other drinks before they can order the Irish brand
The British, known for their welcoming atmosphere and variety of drinks, are facing an unexpected challenge: a shortage of Guinness beer. This drink, famous for its dark color and creamy texture, is a true symbol of bars and has a strong connection with sporting events, especially rugby. Guinness maker Diageo attributes the shortage to a significant increase in demand, which intensifies as Christmas approaches. This increase in consumption is notable among women, with a growth of 24%, the result of a commercial strategy that aims to attract new consumers. Furthermore, generation Z has also shown interest, influenced by digital personalities such as Kim Kardashian, who recently shared a photo with the drink on Instagram.
To address the shortage, some pubs in London have introduced rationing measures. In certain establishments, customers are required to purchase two other drinks before they can order a Guinness. This strategy aims to control distribution amid high demand and ensure everyone can enjoy . According to market research firm CGA, Guinness sales in the UK increased by 21% between July and October, even as the beer market fell overall. A Diageo spokesperson said the company is actively working to manage distribution efficiently and meet growing demand.
The situation has generated concern among consumers, leading to a phenomenon of panic buying, as reported by the newspaper “The Times”. Writer Howard Thomas, 79, appealed to young people to reduce their consumption of the drink, suggesting that they leave Guinness to older people, who have traditionally enjoyed the beer for decades.
*With information from Bruno Meyer
*Report produced with the help of AI
