Supermarkets are facing supply limitations on Guinness due to soaring demand.
- Diageo, the owner of Guinness, is rationing distribution to manage the rising popularity of the beverage.
- The restrictions are primarily affecting Guinness Draught, to prevent shortages over the busy Christmas period.
- This decision comes as Tesco reports the stout category as the fastest-growing beer variety in the UK.
- Diageo is collaborating with trade customers to efficiently distribute Guinness amidst this unprecedented demand.
Supermarkets are currently experiencing restrictions on their Guinness supply as Diageo responds to a notable increase in consumer demand. This limitation comes at a critical time just before the Christmas season, a period known for heightened consumer activity.
Diageo, which owns Guinness, has announced that it will be rationing Guinness Draught distribution in the UK. The move aims to address the surge in demand observed in recent weeks and to avert any potential shortages during this festive period.
According to Diageo, the decision to limit supplies is a proactive measure. A spokesperson from the company stated, “Over the past month, we have seen exceptional consumer demand for Guinness in GB. We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”
The stout category has seen significant growth, with Tesco releasing data earlier this year highlighting its rapid rise. Sales in this beer category have reportedly increased by 35% over the past year, making it the fastest-growing beer variety in the UK. Guinness remains Tesco’s top-selling stout, followed by Brewdog’s Black Heart, which entered the market in early 2023.
To effectively manage this demand and distribution, Diageo is closely working with various trade customers. This cooperation aims to sustain supply levels and ensure that customers can access Guinness during the busy holiday season.
Diageo’s strategic supply management is crucial to meet the UK’s rising demand for Guinness.
