Guinness lovers might be dealing with a dry December, as the iconic Irish beer maker runs low on supply. Guinness has experienced a surge in popularity, driven by a newfound love with Gen Z drinkers as Guinness has become a must-have accessory in Gen Z content on nights out.
From Old School to Trendy
Guinness, with its signature creamy foam and a legendary 119.5-second pour time, was once the drink of choice for older men in checkered hats and rugby fans. But, this perception has changed with the help of a celebrity and influencer fueled renaissance. Now, Guinness has burst onto the scene as the drink of the moment.
Promotions from mega-celebrities Kim Kardashian and Olivia Rodrigo have helped transform the old-school Irish stout into a chic beverage, much like espresso martinis or cosmopolitans. Kardashian famously enjoyed a pint during a London pub visit, while Rodrigo performed in Dublin wearing a cheeky T-shirt that read, "Guinness is good 4U.".
Guinness’s rise is tightly linked to clever marketing campaigns and viral trends. Social media influencers and everyday drinkers have amplified the brand’s visibility by sharing videos of their pint-pouring experiences and performing the popular "tilt test"—a challenge to see if the stout’s foam can hold up without spilling at a 45-degree angle. Another viral trend, "splitting the G," has added to its allure. Fans take a sip so that the line between the beer and foam perfectly aligns with the "G" in the Guinness logo. Celebrities like Niall Horan, Ed Sheeran, and John Cena have tried their hand at the challenge, further fueling its social media presence.
Guinness has also leveraged collaboration with culturally relevant brands to boost popularity. For example, this Holiday season, Guinness teamed up with famed NYC bakery, Levain to create a holiday gift box, featuring four Levain cookies — a Dark Chocolate Peppermint, Two Chip Chocolate Chip, and a Dark Chocolate Chocolate Chip that can be paired with a Guinness Stout.
Defying Beer Market Trends
While overall beer sales dipped slightly between July and October this year, draught Guinness sales surged by more than 20%, according to industry analysts CGA. This success is a testament to the brand’s ability to innovate and capture the attention of new audiences, even in a declining beer market.
Guinness is also the fastest-growing imported beer in the U.S., with bars and restaurants reporting "completely bananas" sales. The brand’s lower alcohol content (4.2% ABV compared to the 5% average for U.S. beers) and just 125 calories have made it a favorite among younger drinkers.
Will you try Guinness on your next night out!?
