Just before Christmas, the popular Guinness beer is running out in British pubs. Why this is and what the US star Kim Kardashian could have to do with the bottleneck.
An empty, upside-down Guinness glass shows guests at the “Old Ivy House” that the tap has run dry. Kate Davidson, landlady of the cozy pub in London's Clerkenwell district, is a bit shocked that she runs out of the popular Irish dark beer just before Christmas. As usual, she wanted to order seven or eight barrels on Monday, but the dealer only gave her four.
The Guinness owner company Diageo admits delivery problems and is therefore rationing the available Guinness. The reason is the unexpected popularity of the tasty beer. While less beer has been drunk overall in the United Kingdom, a good 20 percent more Guinness was sold between July and October.
Hype through Kim Kardashian and “Split the G”
There was even a 24 percent increase in Guinness drinking among young women in particular. This could be due to a new marketing strategy that has turned the old man's beer from rugby stadiums into a Gen Z hype, as even American television networks are reporting.
Kim Kardashian is now sipping the black beer on Instagram and seducing young women along with other so-called “Guinnfluencers”. There is also viral hype on the Internet about a game called “Split the G” that has been particularly popular in Irish pubs. With two or three targeted sips, the drinker tries to bring the rim of the beer exactly in the middle of the Guinness logo printed on the glass.
No shortage of non-alcoholic Guinness
In the “Old Ivy House” pub, landlady Kate Davidson has now thought about passing on the beer retailer's rationing to her customers and spreading a bit of good cheer at the same time. She now issues ration cards: Anyone who has had a Guinness must first get two stamps indicating that they have bought two other drinks before they can order another Guinness.
Pub visitor Claudia finds the low tide in the Guinness glass sad, but is happy to take part in the rationing. Other beer drinkers are less flexible. Howard, 79, says with a wink that young people should simply be discouraged from drinking Guinness again. If you're really desperate about the Guinness shortage, there's an alternative: non-alcoholic “Guinness Zero” is still flowing freely.
