Guinness shortages fears over Christmas due to 'exceptional demand'

Pubs and bars across the country are expected to face shortages of Guinness this Christmas following unprecedented demand for the alcoholic drink in the last three weeks.

Diageo, the owners of the Irish stout, have said they have seen an ‘exceptional demand’ for the beverage in the UK. The firm is believed to be working to production capacity, with limits said to be in place on keg orders in an attempt to manage expectations during the festive period.

From July to October this year, insights from food and drinks industry research firm CGA found that while beer volume had declined by 0.5%, kegs of Guinness had grown in demand by 20.9%.

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One of the reasons for the surge in popularity in recent weeks is thought to be due to the rise of social posts on platforms like TikTok and Instagram from so-called Guinnfluencers. Earlier this year, JD Weatherspoon founder and chairman Tim Martin cited Guiness and other ales as one of the reasons for higher sales.

Speaking about an ‘increased momentum’ on stouts and ales, he said in May: “The gods of fashion have smiled upon Guinness, previously consumed by blokes my age, but now widely adopted by younger generations.“

Last year, Kim Kardashian shared a photo on Instagram of her at a London pub with a pint of Guinness and a baby Guinness on St. Patrick's Day - which has only added interest from her 359 million followers since.

In recent months, Diageo have also been working with the likes of Lewis Capaldi and Jason Momoa on Guinness campaigns. Earlier this year, the Aquaman actor co-directed and starred in a 'Lovely Day for a Guinness' short film.

The popularity of Guinness, which is brewed