Guinness Taps Into Irish Reserves to Meet Soaring Demand

Meeting the Growing Demand for Guinness

Diageo, the owner of Guinness, is taking strategic steps to address a UK shortage of its iconic stout. The company plans to rely on Guinness Irish Reserves to support demand. With Guinness gaining popularity, especially among younger drinkers, these efforts aim to maintain steady supply.

Key Actions to Boost Supply

To manage the situation, Diageo is drawing from its Irish security stocks. These Guinness Irish Reserves are usually kept for Irish customers but will now help UK pubs and retailers. Additionally, Diageo has placed North American shipments on standby, ready to redirect supplies if necessary.

Increasing Production Efforts

Guinness is now being brewed in record quantities. This increase marks the highest production level in the brand’s 265-year history. These efforts will help secure availability during peak periods.

Future Supply Plans

Diageo plans to replenish supplies gradually in early 2025. This strategy aims to restore normal stock levels before the Six Nations rugby championship, starting on 31 January.

Managing Holiday Demand

To manage the Christmas rush, Diageo limited supermarket and client stock in the UK. This precaution aimed to balance supply while ensuring pub availability.

Keeping Guinness Available

Diageo continues working with its network to streamline distribution and avoid disruptions. By balancing supply, Diageo aims to satisfy both new and loyal Guinness fans.

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