By GB News (World News) | Created at 2024-12-29 18:22:39 | Updated at 2025-01-01 17:45:51
2 days ago
Tesco shelves have been stripped bare as shoppers have stockpiled on Guinness leading to a shortage ahead of New Year's Eve celebrations.
Tesco stores nationwide have reported empty Guinness sections, with shoppers sharing images of bare shelves as demand for the popular stout surges.
The buying spree has left many fans of the Irish drink concerned they won't be able to enjoy their favourite beverage while welcoming in 2025.
Both supermarkets and off-licences have been affected by the shortage, which comes amid a significant increase in demand from a new generation of Guinness drinkers.
Both supermarkets and off-licences have been affected by the shortage, which comes amid a significant increase in demand from a new generation of Guinness drinkers
Getty
Data shows eight million pints of Guinness are typically consumed across Britain on New Year's Eve in pubs and homes.
Diageo, the brewer of Guinness, has reported a 22 per cent increase in can and bottle sales across supermarkets and off-licences, according to their most recent figures.
A Diageo spokesperson said: "We are working closely to manage Guinness distribution and ensure we maximise supply and minimise disruptions for retailers and pubs."
The surge in demand has already impacted some pubs, with several running dry during December as the stout's popularity continues to grow.
Shoppers have taken to social media to express their frustration at the empty shelves.
Tesco has stated the empty shelf photos don't represent overall stock levels across its stores
PA
One wrote: "Hope no-one is expecting any Guinness. It's people only thinking of themselves", while a second branded the shortage a "disaster".
A third exclaimed: "Every can and bottle of Guinness were gone."
Tesco has stated the empty shelf photos don't represent overall stock levels across its stores.
The surge in demand has been partly driven by a viral drinking game where participants attempt to 'split the G' - drinking down to the name on the pint glass in a single gulp.
Celebrity endorsements have boosted the trend, with Kim Kardashian making headlines after being spotted drinking pints of Guinness during a St Patrick's Day pub crawl last year.
Olivia Rodrigo has also embraced the brand, wearing a Guinness-branded T-shirt during a Dublin show.
Diageo has taken extraordinary measures to meet the unprecedented demand, redirecting Guinness supplies originally earmarked for Ireland to British retailers.
The company is now preparing to divert stock intended for North America to satisfy British consumers.
While some suggest the shortage might be a marketing strategy, Diageo maintains it's due to "exceptional consumer demand."
GB News has approached Tesco for comment.
