UK Pubs Forced to Ration Guinness Ahead of Christmas
UK Pubs Forced to Ration Guinness Ahead of Christmas
Word: Hannah Lemass
We’ve just received some worrying news from the UK—they’re drinking more than their share of Guinness.
The parent company, Diageo, has been forced to implement restrictions on deliveries to pubs across Great Britain. Despite operating at full capacity, they simply can’t keep up with the exceptional demand for the creamy nectar.
Diageo is now allocating supplies on a weekly basis, to ensure pubs aren’t left with a dreaded dry well during the crucial Christmas period. Orders that exceed normal supplier volumes will be restricted, and the company hopes this will allow them to meet demand as fairly as possible.
Why the Surge in Demand?
Diageo attributes the unprecedented demand to a growing appeal for Guinness across a wider demographic. Guinness is not just an “old man’s drink’ anymore. We already knew this but now the rest of the world is catching up. Guinness has become increasingly popular among women and younger drinkers. The rise of Guinness Zero, the brand’s non-alcoholic offering, is also thought to have contributed to this trend as well. And recent rugby internationals have given the brand an additional boost with many a scoop had during matches.
Guinness is now a symbol of coolness and status outside of Ireland, because we’re deadly and everybody wants to be like us. What was once hard to find—a decent pint of plain—is now embraced and given the respect it deserves, with more and more pubs claiming to have the best pint on offer.
The Numbers Speak for Themselves
Figures from the industry group CGA show Guinness sales in the UK were around 19% higher in the four weeks leading up to early November compared to the same period last year. With the festive season approaching, demand is expected to rise even further.
Thank goodness our Guinness supplies remain overflowing.
