The Daily Star Ireland
Diageo has introduced restrictions on the amount of Guinness pubs in the UK can order before Christmas, following an overwhelming surge in demand in recent weeks. Despite operating at full production capacity, the company has decided to limit orders within Britain, although supply in Ireland remains unaffected.
Shane Long, who owns two pubs in London – The Hope in Fitzrovia and the Uxbridge Arms in Notting Hill – noted that there had been rumors of supply limits about a month ago, and pubs were officially informed last week. Despite the limitations, Long remains optimistic, stating that people will continue to go out and enjoy themselves, especially with increased competition in the market.
Guinness has become increasingly popular in the UK, especially among younger people. Long believes that the surge in demand can be partially attributed to the post-pandemic period, as people sought experiences they couldn’t replicate at home, such as draught stout and cocktails.
The supply strain was further exacerbated by recent rugby internationals in Britain. Despite a slight decline in overall beer consumption from July to October, Guinness sales have bucked the trend, with keg sales rising by over 20%, according to industry research firm CGA.
While the non-alcoholic version of Guinness, Guinness 0.0, has gained traction in Ireland, it hasn’t yet become as popular in the UK, according to Long.
Despite the shortage in Britain, the supply of Guinness in Ireland will remain unaffected. A Diageo Ireland spokesperson confirmed that deliveries to customers across the island will continue as scheduled during the busy Christmas period.
