Pubs across the UK are facing fears of running out of Guinness before Christmas as the drinks giant, Diageo, warns of a cap on the number of kegs available. The unprecedented spike in demand for the popular pint has led to “allocation limits” being placed on the number of kegs that pubs can receive in order to manage supplies across the country. While reassurance has been provided that taps will not run dry, one pub company has warned managers that quantities may be limited throughout the festive season. The increased demand is believed to be linked to a period of colder weather and four weekends of rugby union internationals in November, which have strained the supply of the Irish stout.
Guinness has seen a surge in popularity in recent years, with the brand now having its own fan base, including social media influencers known as “Guinnfluencers.” Celebrities such as Hugh Jackman and Kim Kardashian have expressed their love for the drink, and sales among UK women have increased by 24% according to Diageo’s chief executive. The drink also has a special place among rugby fans and has been the official beer of the Six Nations since 2007. With the recent autumn internationals series in November involving matches played by England, Scotland, Ireland, and Wales, pubs were consistently packed with fans celebrating or commiserating their teams’ performances.
An email from a large pub company to publicans has confirmed that while stock allocation measures are in place, regular deliveries of Guinness will continue throughout December, although quantities available for order may be limited over the festive period. Other pub operators have also reported restrictions on their supply of Guinness, with competitors resorting to panic buying to prepare for the upcoming holidays and further stretching the available supply. Diageo has stated that they are working proactively with their customers to manage distribution as efficiently as possible to meet the exceptional consumer demand for Guinness seen over the past month.
In a separate development, boozers were outraged by the announcement that a dozen popular beers, including 11 classic British cask beers, are set to be axed from pubs over Christmas by Carlsberg Marston’s Brewing Company (CMBC). This decision was strongly criticized by the Campaign for Real Ale (CAMRA) as another example of a globally owned business erasing UK brewing heritage and reducing consumer choice. The loss of these beers is seen as a threat to both the history and future of British brewing, and has been condemned as a disappointing move by a brewing conglomerate prioritizing financial considerations above preserving traditional brewing practices and products.
