Record surge in Guinness demand ahead of Christmas

Get the free Morning Headlines email for news from our reporters across the world Sign up to our free Morning Headlines email Sign up to our free Morning Headlines email SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy An unprecedented surge in demand for Guinness in the UK in recent weeks has led its brewer to boost supply amid reports of pub groups portioning the Irish stout to venues as the festive season ramps up. Diageo, the multinational drinks firm that owns Guinness said it had seen “exceptional consumer demand” over the past month for the dark beer as colder weather sets in and the brand enjoys a resurgence in popularity aided by younger consumers and celebrity Kim Kardashian. open image in gallery Guinness is back in black The Independent has approached several venue groups for comment, including Stonegate, Mitchells & Butlers, and JD Wetherspoon, which in May said demand for Guinness helped the UK pub chain to higher sales over the previous three months. “The gods of fashion have smiled upon Guinness, previously consumed by blokes my age, but now widely adopted by younger generations.” The #GuinnessChallenge, a viral sensation, took over Instagram and TikTok last year with videos of perfectly poured pints filling the feeds of younger drinkers, turning the stout into emblem of coolness.