The beers on tap at The Horatia pub. Credit: Kim Tran
By Kim Tran
Guinness has long been a favourite pub drink for many, especially the older generation, but in recent years the famous stout has become more popular with the younger generation. The unprecedented popularity of the drink has, funnily enough, caused a brief shortage over Christmas.
Wherever it’s through Instagram reels of people ‘splitting the G’ or TikToks on finding the pub that does the best Guinness pints, the drink made from malted and roasted barley, hops and yeast seems to be gaining traction amongst Gen Z even more than ever.
According to CNN Business, Guinness keg sales in the UK rose by 20.9% by October 2024, making it the top-selling beer by volume in the region for the year.
This trend is great for businesses but there is always a downside. The shortage over the holidays put lots of pressure on pubs supplying Guinness, and pub owners even now are finding it difficult to keep up with the demands.
The impacts on pubs
The Horatia is a traditional pub located on Holloway Road, that serves all classic pints including Guinness. It is conveniently located just a few minutes away from London Metropolitan University.
The outside of The Horatia which is right next to the petrol station. Credit: Kim Tran
Like any other pub, The Horatia has seen a rising popularity and demand for Guinness, especially as being so close to a university it has a lot of younger customers.
Luis Simoes, 46, is the current manager at The Horatia and describes the situation as something that he doesn’t understand.
“I have no clue, I don’t know if it’s a publicity stunt but it’s making our life as managers very very difficult,” he said. “All this hype around Guinness, everyone is drinking Guinness and now there’s no Guinness for sale.”
He talked about the consequences of how popular the demand is now – it’s harder to get the same number of kegs they used to order as suppliers have limited amounts to sell. Some weeks they don’t have any Guinness delivered and what they have in stock is all they have.
“It’s so difficult for us because at this moment we are thinking once Guinness is finished, we perhaps might not ever restock again,” he said.
No longer an “old man drink”
Simoes said he’s noticed the changing choices of young people and how more of them are drinking Guinness.
“That girl that perhaps like one year ago would go for a medium glass of white wine but even now she drinks Guinness. Guinness has always been looked at as an old man drink but it doesn’t matter now,” he said.
Two unfinished Guinness glasses at Wetherspoons St Pancras Station. Credit: Kim Tran
Andy Trinh, 21, a North London resident said: “I like splitting the G when I drink it, it’s fun and I think it’s more popular with young people because it’s smoother to drink.”
The game that is ‘Splitting the G’ is when drinkers have to try and swallow enough beer on the first sip from a freshly poured pint, aiming to have the remaining beer level align with a specific part of the Guinness logo on the glass.
Dat Duong, 23, a beauty supplier said: “It’s more popular because of the unique and flagship branding that has led to a strong community and culture around the drink.”
He specifically likes Guinness compared to other beers since it’s lighter. “It has a creamer mouth feel than beer, whereas other beers can be too filling when drinking high amounts. I can drink loads of Guinness easily,” he explained.
It can’t be said that young people are 100% driving the shortage but there seems to be a bigger crowd of Guinness lovers now, and definitely a higher demand.
Although some local pubs might not have enough Guinness in stock for a Sunday match, there’s always a Wetherspoons around the corner so you might have to try your luck there!
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