The surge in Guinness sales, spurred by celebrity endorsements and social media trends, has led to supply concerns among publicans heading into the Christmas season. New 'allocation limits' have been set to manage demand.
Due to an unprecedented rise in Guinness sales in recent weeks, driven by celebrity endorsements such as Kim Kardashian 's recent posts with the drink, some publicans are worried about supply shortages heading into Christmas . To address the surge in demand, especially among Gen Z , who enjoy taking photos with the drink, new 'allocation limits' have been set on the number of kegs pubs can receive during the winter months.
One major pub company has warned landlords about potential supply issues, reported by Diageo, Guinness' parent company. Some pub operators are facing restrictions, leading some to engage in 'panic buying' to ensure they have enough stock for the festive period. However, Diageo has assured consumers that they will not run out of Guinness over the Christmas holidays, following a very busy November fueled by the Autumn rugby internationals. The popularity of Guinness among young people has soared in recent years, with sales among UK women increasing by 24 percent, largely driven by influencers like Kim Kardashian. For many young people, drinking Guinness has become akin to an extreme sport, as they seek out the best pint of plain from various pubs across Britain and Ireland
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