Guinness maker Diageo has restricted the amount pubs can order in the UK ahead of Christmas due to a surge in demand over the past three weeks.
Despite operating at full production capacity, Diageo has imposed limits to manage supply. The rising popularity of Guinness among women and young people, coupled with increased consumption during recent rugby internationals, has strained availability.
Data from CGA, a food and drinks research firm, reveals that while overall beer consumption dropped slightly between July and October, Guinness sales from kegs rose by over 20%.
Diageo has been investing heavily in production, expanding its St James’s Gate brewery in Dublin and building a new facility in County Kildare. Its marketing efforts, including partnerships with singer Lewis Capaldi and actor Jason Momoa, aim to broaden Guinness’ appeal.
