LONDON: British pubs are facing a crisis: they can’t get enough Guinness. The problem became apparent last week when Diageo, the parent company of Irish beer, began limiting the number of Guinness kegs UK pubs and pubs could order each week.
Diageo said: “Over the past month, we have seen exceptionally strong consumer demand for Guinness. “We have maximized supply and are actively working with customers to manage distribution to maximize supply. Possibly conduct transactions efficiently.”
The black liquid’s popularity has soared in the last year. Once considered an old beer, it has become a Gen Z darling thanks to savvy marketing, celebrity endorsements and viral drinking challenges. Influencers and regular drinkers alike are trying to “split the G,” which means drinking enough wine in one sitting to have the foam streak across the first letter of the branded pint glass.
But now many pubs in the UK say they can’t buy the kegs they need during the busy festive period due to Diageo’s allocation restrictions. Analysts said there was some panic buying as news of supply constraints spread, exacerbating the problem. “It feels like the toilet paper shortage during Covid-19 – the more reports there are, the worse it gets!” said Richard Hall, managing director of wholesale supplier Inn Express.
Some were skeptical at first. “To be honest, I thought it was probably a PR thing,” said Tommy McGuinness, manager of the Marquis Hotel. His London pub drained its last keg on Saturday. McGuinness was shocked: “I’ve never run out of Guinness.”
Guinness was the UK’s best-selling beer by sales volume in the year to November, according to restaurant data consultancy CGA by NIQ. From July to October, sales of Guinness beer kegs increased by 21% compared with the same period last year, while overall beer sales remained flat. Enthusiasts love Guinness for its dark richness; others find it too heavy and sweet. For fans, it’s more than just beer. It’s almost a “personality trait” or maybe something to do with their Irish heritage. “If you order a Pepsi and we don’t have it, we’ll give you a Coke,” said London Castle bar manager Andi Mack Manus. “There is no real replacement for Guinness World Records.”
The UK is the only place where Diageo has restricted sales. The issue became fodder for good-natured banter at the Irish embassy. Christmas party Wednesday in London. Ambassador Martin Fraser assured guests that supplies at the embassy would not be affected and there would be no shortage of alcohol that evening.
For British pubs, running out of Guinness is an annoyance. But for Irish pubs, it’s either drink or die. “If an Irish pub can’t sell Guinness, then it’s not very authentic,” said Shaun Jenkinson, operations director at Irish pub chain Katie O’Brien’s.
Some see a potential silver lining, at least for beers like this. There’s also Murphy’s (another Irish stout) and Camden Stout (Camden stout) from London. Patrick Fitzsimons, owner of The Faltering Fullback, a London pub, said the shortage had piqued customers’ curiosity about other options. “Now is the time for these products to shine.”
