The Rise of Guinness: How the Iconic Irish Stout is Winning Over a New Generation

The Rise of Guinness are growing very fast way. Guinness, the beloved Irish stout, has long been associated with rugby fans and older generations. Yet, in a remarkable shift, the iconic drink is gaining newfound popularity, especially among younger consumers and women. In fact, the surge in demand for Guinness has led to some pubs running low on supplies, prompting the brand’s owner, Diageo, to set allocation limits to ensure availability through the holiday season.

Guinness’ Changing Image

At Sheephaven Bay, a pub tucked away behind Camden High Street in London, Guinness accounts for over half of the pub’s draft beer sales. Owner Pat Logue shared that sales of the Irish stout have doubled compared to just two years ago. The dark beer, once considered a drink for older men, has experienced a rapid rise in popularity among younger, more diverse crowds.

Logue points to social media, particularly TikTok, as a key factor in changing the perception of Guinness. Influencers on the platform have played a pivotal role in making the drink trendy, showcasing different pubs and comparing pints across London. This has helped break down the old stereotype that Guinness is for older men and has turned it into a cool, accessible choice for all.

“It used to be portrayed as an older man’s drink, but now it’s for everybody,” Logue said. “Now it’s a cool drink.”

Guinness Leads the Beer Market

The surge in Guinness sales has been impressive. From July to October, overall beer sales in the UK decreased by 0.5%, according to data from CGA, a food and drink insights firm. In stark contrast, Diageo saw a 23.2% increase in beer sales during the same period, with Guinness keg sales rising by 20.9%. By the end of October, Guinness had become the top-selling beer by volume in the UK for 2024, according to Nielsen data. Presently, due to rise of Guinness it has been become world’s famous brand.

This is not just a UK phenomenon. In the US, Guinness was the top-imported beer for the 12 months leading up to October 2024. Even in Europe, where Guinness 0.0 (the non-alcoholic version of the stout) saw a significant sales increase, the brand’s reach is expanding globally.

The Power of Marketing and Social Media

A combination of strategic marketing campaigns and the influence of online content creators has helped shift Guinness into the mainstream. In March, actor Jason Momoa starred in a campaign that helped elevate the drink’s profile, particularly among women and Generation Z. Verushka Shetty, an equity analyst at Morningstar, noted that Guinness’ growth is partly due to these targeted marketing efforts.

Guinness’ popularity among women has been particularly striking. Diageo reported a 27% increase in Guinness consumption among women from fiscal year 2022 to 2023. The brand has successfully appealed to a new demographic, aided by partnerships with influencers and events like the Premier League and Six Nations Rugby, which continue to drive demand.

The Pub Experience: Guinness is Now for Everyone

At The Auld Shillelagh, a pub in London’s Stoke Newington, Guinness sales have also been on the rise. Co-owner Aonghus Leydon revealed that Guinness now accounts for up to 70% of the pub’s sales, with a noticeable increase in young drinkers, especially in their 20s and 30s. The pub, known for its Guinness, has always had a loyal following, but the recent boom in younger customers ordering the stout is hard to ignore.

The trend is not just in London; across the US, bars like The Dead Rabbit in Manhattan have seen Guinness sales surpass last year’s figures. Co-founder Jack McGarry, from Belfast, attributes the brand’s resurgence to a mix of Irish cultural pride and Guinness’ appeal as a light, low-calorie beer, with a pint containing just 210 calories—comparable to other light lagers.

At Iona Bar in Brooklyn, owner Victor Boyd, originally from Dublin, has also noticed an uptick in Guinness orders. He attributes part of this growth to the awareness raised through social media reviews of the best-poured pints, which have brought new customers through his door.

Supply Chain Challenges

The overwhelming demand for Guinness has created some supply chain challenges. Diageo has been working closely with pub owners to manage distribution, but the rapid increase in sales has led to concerns about whether enough kegs will be available, particularly as the holiday season approaches. At Sheephaven Bay, Logue went so far as to order 60 kegs of Guinness to ensure his pub would not run out.

“Over the past month, we have seen exceptional consumer demand for Guinness in Great Britain,” a Diageo spokesperson said. To address this, Diageo is taking proactive steps to balance supply and demand, including setting limits for some pubs.

The Future of Guinness

The incredible rise of Guinness over the past two years signals a changing landscape for the beer industry. Once seen as a drink for a specific demographic, Guinness is now appealing to a much broader audience. From its successful marketing campaigns to its new image as a refreshing, low-calorie beverage, the stout is clearly making its mark on a new generation of drinkers. Whether in a London pub or an American bar, Guinness is no longer just the drink of older generations; it’s the drink of everyone.

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