Culture Society, Identity and Belonging
The UK is running out of Guinness. Demand is outpacing supply over the Christmas period, and its owner’s Irish brewery can’t keep up. Diageo is due to open another brewery, but not until 2026. In the meantime, some pubs are rationing pints for patrons; others have run out completely.
Ten years ago, Guinness was seen as an old man’s drink. But it’s since become the best-selling beer in the UK. Savvy marketing has allowed Guinness to tap into non-traditional demographics.
Younger drinkers have embraced the viral “split the G” game, where punters try to line up their drink with the Guinness logo in their first sip from the glass.
Traditionally a sponsor of rugby tournaments, Guinness now targets football fans and became the Premier League’s official beer earlier this year.
The stout has also partnered with fashion brands like JW Anderson and Labrum London.
It’s Guinness’s world – and we’re just drinking it in.
