Guinness is shooting support in Ireland to boost shipping to the UK, where it’s fueled by social media arise in demand part of the pubs left facing shortages.
Subsidiaries – known as security stocks – were usually held by Irish clients but are now used to ease pressure from UK taxmen who have worked with new investors as the market has been hit in recent years.
Some public lawyers have said that the system of cards is used to ensure that all buyers receive an equal share of the proceeds.
Diageo, which owns Guinness, has also put ships for North America on standby for a potential layoff in the UK if stockpiles fail to fill a security gap, according to Sunday’s Times, which first reported the stockpile of supplies.
A spokesman for Diageo thanked customers for their patience and said demand remained at an “unprecedented level”.
“We’re bringing in more Guinness today than we ever have in our history, and we’re working closely with our customers across the network to manage Guinness distribution as efficiently as possible, maximizing supply and minimizing disruption for restaurants and retailers; “He spoke.
Diageo said it was buying time before it could develop a “phased replenishment” in the new year that would help UK Guinness supplies return to normal.
The first 2025 restock is part of an effort to avoid a more acute shortage, with the company anticipating new disruptions for Guinness as sports fans gear up for the Six Nations rugby tournament, which kicks off on January 31.
Guinness has gained significant traction among women and young people, including Gen Z, as the drink is traditionally favored by elders and rugby teams. It follows a marketing push over the past few years that has involved social media influencers to raise the profile of Guinness.
Celebrities have also favored the ditch, with Kim Kardashian making the rounds last year with a six-star dinner at a London pub. Singer Olivia Rodrigo made waves with a “Guinness Good 4U” T-shirt when she performed in Dublin this year.
The drink is also growing in popularity through trends such as the “split G” is a drink in which players try to get the line between the foam and the strong sitting in the middle of the letter G in the Guinness glass of pub behind them. first sip
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There was some speculation that it was just part of a wider marketing stunt, although insiders said the supply was genuine.
Earlier this month, Diageo was said to be able to increase supply from its Dublin brewery, which was already operating at full capacity.
It is hoped the shortage will be temporary, given Diageo is pumping money into its St James’ Gate brewery in the Irish city and is also building a new €200m (£166m) brewery in County Kildare.