British Pubs are Worried They’ll Run Out of Guinness

In the bustling Sheephaven Bay pub, tucked just behind London’s Camden High Street, Guinness is no longer just a drink – it’s a cultural phenomenon. For owner Pat Logue, the Irish stout now makes up more than half of the pub’s draft beer sales, and demand shows no sign of slowing. This year alone, Logue has sold twice as much Guinness as he did two years ago, a trend that has taken many by surprise.

Guinness, renowned for its creamy head, rich brown hue, and its ritualistic 119.5-second pour, has long been associated with older pub-goers and rugby enthusiasts. But the past two years have painted a new picture: a drink beloved by young people, women, and social media influencers alike.

“It used to be seen as an older man’s drink, but that’s changed,” Logue explained. “Now it’s for everyone. It’s a cool drink.” He describes scenes unimaginable just a few years ago – groups of young women and men strolling in and confidently ordering rounds of Guinness.

Guinness Boom Defies Beer Market Trends

While overall beer sales in the UK dipped slightly by 0.5% between July and October, Guinness bucked the trend. Data from market insights firm CGA revealed Diageo, Guinness’s parent company, saw a staggering 23.2% increase in beer sales during the same period. Keg sales alone climbed nearly 21%, cementing Guinness’s place as the UK’s top-selling beer by volume.

The surge in popularity is no accident. Marketing campaigns, influencer endorsements, and a growing appetite for cultural nostalgia have transformed Guinness into a social media darling. Influencers on platforms like TikTok regularly rank pubs by the quality of their Guinness pours, driving patrons to hotspots like the Sheephaven Bay and others across London.

The Supply Strain: Pubs Feel the Heat

The meteoric rise in Guinness consumption has, however, triggered supply concerns. With the festive season in full swing, some pub owners have been warned about potential allocation limits on Guinness orders. Diageo confirmed the strain on supply, acknowledging the “exceptional consumer demand” but reassuring customers that they are working to manage distribution efficiently.

For pubs like the Sheephaven Bay, where Guinness kegs are the lifeblood of weekly profits, the anxiety is real. Logue, who usually goes through 40 to 50 kegs a week, recently secured 60 kegs. “I didn’t relax until they arrived,” he admitted.

At The Auld Shillelagh in Stoke Newington, a pub famed for its Guinness since 1991, co-owner Aonghus Leydon has also noticed the stout’s growing dominance. “Guinness has always been big for us, but sales have surged in the past couple of years,” Leydon explained. Today, the Irish stout accounts for a staggering 70% of the pub’s sales, largely driven by younger, mixed-gender crowds.

“It’s not like it used to be,” he said. “The early 20s to early 30s crowd are now our core Guinness drinkers.”

Why Guinness? Smooth, Social, and Trending

What’s driving Guinness’s newfound popularity? For many, it’s the drink’s smooth, creamy texture and reputation as a “lighter” alternative to other beers. Harry Evans, a 26-year-old pubgoer in London’s Shoreditch area, summed it up: “It’s less gassy, easy to drink, and perfect all year round.”

Compared to other beers, Guinness has a surprisingly low alcohol content (4.2% ABV) and fewer calories. A 20-ounce pint contains about 210 calories, on par with light lagers like Stella Artois and Michelob Ultra – facts that have undoubtedly helped its appeal among younger, health-conscious drinkers.

The Global Guinness Effect

The Guinness craze isn’t confined to the UK. In the United States, Guinness recently topped the list of imported beers, while in Europe, the brand’s non-alcoholic variant, Guinness 0.0, saw sales double in 2024.

At The Dead Rabbit in Manhattan, co-founder Jack McGarry credits Irish cultural influence and consumer awareness for Guinness’s growing presence. “Young people are realising Guinness isn’t heavy or high-calorie like they might have thought. It’s a smart choice,” McGarry said, noting his bar has already sold as much Guinness this year as it did in all of 2023.

The rise of Guinness also coincides with Diageo’s aggressive marketing strategies. Campaigns like the one featuring actor Jason Momoa have helped reposition Guinness as both modern and inclusive. According to Diageo’s CEO Debra Crew, Guinness recorded a 15% global net sales increase this fiscal year, with female consumption in Great Britain alone rising 27% from 2022 to 2023.

The Future of Guinness in British Pubs

Back in London, pub owners are cautiously optimistic. At Iona Bar in Brooklyn, Dublin-born owner Victor Boyd has seen similar trends unfold, with social media playing a key role in boosting Guinness’s reputation. “People are rediscovering its joys,” Boyd said, adding that its lower alcohol and calorie content make it a winning choice.

Meanwhile, pubs across the UK hope supply will keep pace with demand as the holiday season continues. For now, Guinness’s resurgence remains a bright spot for pubs and a cultural shift worth toasting. As Pat Logue quipped, “It’s Guinness season all year round now.”