The Irish beer's parent company, Diageo, started limiting the number of barrels of Guinness that British pubs can order each week due to exceptional demand.
This surge in popularity of Guinness has turned it into a Gen Z favorite, aided by marketing and influencers, including a viral drinking challenge.
Many pubs in Britain are struggling to stock sufficient kegs during the festive season because of allocation limits, leading to panic-buying among consumers.
Analysts compare the current supply issues to the toilet roll shortages during Covid, noting that media coverage seems to exacerbate the panic.
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