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What is driving the rise of Vadilal Enterprises Limited (519152) ✌️【Free Access】✌️ Free real-time market data to help you quickly recover and avoid losses. 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 topour), 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 beerdecreased 0.5% in the UK, according to CGA, a data insights firm for food and drink businesses. Yet across the same period, sales of beer increased by 23.2%for Diageo, which owns the Guinnessbrand. Specifically, sales of Guinness in kegs grew by 20.9%.

By the end of October, Guinnesswas the top-selling beer in the UK by volume across 2024, according to Nielsen data that was shared with 【 - Free Stock Selection with 300% Return 】.

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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 Bayand order a round of Guinness — something that he said was unheard of years ago.

“It used to be portrayed as an older man’s drink, but now it’s for everybody,” Logue said. “Now it’s a cool drink.”

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“Over the past month we have seen exceptional consumer demand for Guinness in (Great Britain),” a Diageo spokesperson said in a statement. “We have maximized supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”

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Logue, who goes through 40 to 50 kegs of Guinness in a week, secured an order of 60 kegs on Friday. He said he was nervous up until the delivery arrived, and he’s relieved he has enough stocked up for this week.

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In March, Diageo rolled out a popularmarketing campaignwith actor Jason Momoa, which Shetty said helped contribute to the brand’s growth.

On Diageo’s fiscal year-end earnings call in July, CEO Debra Crew said Guinness had a 15% increase in global net sales across fiscal year 2024.

Crew said that Diageo “recruited more Guinness consumers” through marketing campaigns like the one with Momoa and by partnering with influencers to “co-create content and shape the brand.”

In Great Britain, Guinness consumption among women increased by 27% from fiscal years 2022 to 2023, according to Crew.

In addition to working with content creators, Diageo’s Crew said the company expects its business partnership with sporting events like the Premier League and Six Nations Rugby to continue to contribute to demand.

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“Guinness has always been a pretty high-volume product for us. But yes, I would say in the last couple of years, Guinness sales are up,” he said. The Irish stout currently accounts for up to 70% of the pub’s sales.

Leydon, who is from Roscommon, Ireland, said that compared to 10 years ago, the number of young people drinking Guinness has noticeably increased.

“Our clientele are mostly early 20s to early 30s and the majority would be Guinness drinkers,” Leydon said. “It is pretty mixed gender-wise.”

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Leydon said that in his 37 years in the trade, he’s never experienced any difficulty with Guinness supply. This explains why some pub owners are worried that there might be allocation limits.

Leydon has not been notified yet about any allocation limits, but he said they have been on edge about receiving deliveries.

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In Europe, Guinness 0.0, a nonalcoholic version of stout, saw net sales double in fiscal year 2024, according to Diageo.

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“All of our bars are outselling what we did last year,” McGarry said. The Dead Rabbit also has an outpost in Austin, Texas.

Victor Boyd, the owner of Iona Bar in Williamsburg, Brooklyn, is originally from Dublin. His bar has been pouring Guinness for 25 years, he said, and he’s also noticed the recent surge in popularity.

It’s not just among young people, though, according to Boyd. He said reviews on social media about the best-poured pints of Guinness in New York have helped boost the profile of his bar for many people.

“Others have discovered the joys of a stout that’s lower alcohol and calories than many other beers,” Boyd said.

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