Pubs face Guinness rationing over Christmas period due to ‘exceptional demand’

Guinness have placed a limit on the amount of kegs pubs can buy after a significant rise in sales.

The beer’s maker, Diageo, have been forced to impose such measures due to ‘exceptional demand’ over the past three weeks.

It is thought that a surge in sales has been brought about by the drink’s increasing popularity amongst young people and women and the recent Autumn international rugby fixtures.

A Diageo spokesperson said: ‘Over the past month we have seen exceptional consumer demand for Guinness in Britain.

‘We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.’

The Times reported that pub managers have already been warned by pub groups about the prospect of limited stock during this period.

Guinness are now thought to be allocating supplies around Great Britain ona weekly basis to ensure it has enough stock to meet demand over Christmas.

Guinness, usually considered to be popular with older generations, have been bucking market trends over recent years by marketing their product at younger people.

The company’s adverts have featured popular names such as Lewis Capaldi and actor Jason Momoa.

Similarly, the #GuinnessChallenge went viral last year on Instagram and TikTok, as drinkers tried to pour the ‘perfect pint’ of the Irish brew.

Guinness’s founder, 69-year-old Tim Martin, said: ‘The gods of fashion have smiled upon Guinness, previously consumed by blokes my age but now widely adopted by younger generations.’

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