Diageo is rationing supplies of Guinness to retailers to try and stave off a stout shortage during the festive season.
The drinks giant had already warned of disruption to the hospitality industry because of “exceptional consumer demand” for Guinness, which has been growing in popularity, in part due to the “Guinnfluencer” effect on social media.
This has led to limits on supplies to pubs and bars, with restrictions also now rolling out across the off-trade. The measures are intended to stop panic buying and ensure Guinness Draught is still available over Christmas.
Other Guinness products, including Guinness 0.0, are unaffected by the rationing.
