British pubs are worried they'll run out of Guinness

At the Sheephaven Bay pub in London, tucked just behind Camden High Street, Guinness accounts for more than 50 per cent of draft beer sales.

At the Sheephaven Bay pub in London, tucked just behind Camden High Street, Guinness accounts for more than 50 per cent of draft beer sales. Owner Pat Logue told CNN that this year he’s already sold double the amount of Guinness that he did two years ago.

The Irish stout, known for its distinctive warm brown color, creamy foam head and unique method of being poured (a proper pint of Guinness takes 119.5 seconds to pour), has long been known as the drink of choice for rugby lads and men at the pub.

Yet in the past two years, Guinness has skyrocketed in popularity, especially among young people and women.

From July to October, sales of beer decreased 0.5 per cent in the U.K., according to CGA, a data insights firm for food and drink businesses. Yet across the same period, sales of beer increased by 23.2 per cent for Diageo, which owns the Guinness brand. Specifically, sales of Guinness in kegs grew by 20.9 per cent.

By the end of October, Guinness was the top-selling beer in the U.K. by volume across 2024, according to Nielsen data that was shared with CNN.

Social media influencers and marketing campaigns have helped to dispel notions that Guinness is a drink for older men. Logue credited influencers on TikTok for making the beer trendy and showcasing different pubs through video reviews that rank and compare the best-poured pints around London.

He said it’s no surprise to see a group of six young people — three guys and three girls — walk up to the bar at the Sheephaven Bay and order a round of Guinness — something that he said was unheard of years ago.