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The Hustle Daily Show
Where’d all the Guinness go?
Dec 19, 2024
Guinness is trending upward as Gen Z embraces the iconic stout, driving remarkable sales growth. The brewery's strategy leans into TikTok virality and an appreciation for Irish culture. Surprisingly, the brand is attracting more young women, a shift that challenges traditional demographics. Influencer endorsements and pouring rituals enhance its appeal, while supply issues highlight the growing demand. Amidst a declining beer market, Guinness's lower calorie content also makes it an enticing option for health-conscious drinkers.
15:48
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Quick takeaways
- Guinness has experienced a remarkable 23% sales increase in the UK, driven by social media influence and lower-calorie options.
- The surge in demand for Guinness poses supply challenges, prompting Diageo to limit keg purchases by pubs to manage availability.
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