Diageo is reported to have placed limits on pub and bar purchases of Guinness in the UK following a leap in demand in recent weeks.
Production of the Irish-made stout is said to be at full capacity with the number of kegs that can be ordered by venues being “managed”.
Guinness has been rising in popularity with women and young people in recent years after the brand upped its marketing efforts and worked with influencers to try and raise the drink’s profile.
Recent rugby internationals are also said to have put a strain on supplies, with Diageo now allocating supplies on a weekly basis to make sure it has enough stock to meet demand over Christmas.
A spokesperson for the company said: “Over the past month, we have seen exceptional consumer demand for Guinness in Great Britain.
“We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”
NAM Implications:
- A brand owner’s dream.
- Not enough shortages to disappoint consumers…
- …but sufficient to ensure that on-trade Christmas stocks are adequate to meet demand.
