Diageo's decision to increase the price of its popular beer brands, including Guinness, reflects rising demand and changing consumer trends, particularly among Gen Z drinkers.
Publicans have noted a significant surge in Guinness popularity, especially among young women in the UK and Ireland, highlighting a trend that has boosted sales.
The 'split the G' trend among Gen Z drinkers indicates a cultural shift in how younger consumers enjoy beer, contributing to Guinness's rising appeal.
Reports of Guinness shortages in Britain before Christmas underline the brand's increasing popularity and the challenges that come with meeting growing consumer demand.
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