Getty ImagesThe number of pubs of Guinness that can be bought in the build-up to Christmas has been limited by its maker Diageo after “exceptional demand” three weeks ago.
It is understood that the company is operating at 100% production, but has still placed restrictions on orders from Great Britain.
The drink is growing in popularity among women and young people, and recent rugby players have put a lot of effort into buying it.
Diageo has been ramping up its marketing efforts and working with influencers over the past few years to try and raise Guinness's profile.
A Diageo spokesman said: “Over the past month we have seen incredible consumer demand for Guinness in Great Britain.
“We have increased supply and are working continuously with our customers to manage distribution to trade more effectively.”
Guinness sales have recently bucked market trends, according to data from food and beverage industry research firm CGA.
While overall beer consumption fell slightly between July and October, the volume of Guinness drunk in kegs rose more than fivefold.
Diageo has been pumping money into its St James's Gate brewery in Dublin, and is also building a new brewery in County Kildare.
It has focused marketing efforts on trying to increase the appeal of Guinness, by teaming up with Scottish singer Lewis Capaldi and actor Jason Momoa.
Pubs are running out of beer
Source link
