UK: Murphy’s Stout Sees 600% Demand Surge Amid Guinness Shortage

A severe Guinness shortage in the UK during December 2024 created an unexpected opportunity for Heineken’s Irish stout, Murphy’s, which saw an astonishing 632% boost in demand compared to the same period in 2023. The supply challenges faced by Diageo, the producer of Guinness, left pubs scrambling to meet consumer expectations during the festive season (inside.beer, 06.12.2024).

As Diageo grappled with unprecedented demand, Heineken swiftly stepped in, leveraging the gap to bolster Murphy’s visibility. The Dutch brewer delivered kegs of Murphy’s directly to pubs in London and mapped over 500 UK locations where the stout could be found. A spokesperson for Murphy’s noted that this surge demonstrates pub-goers' growing interest in alternatives to market leader Guinness, which holds an 80% share in the Irish stout market.

The Guinness shortage reflects a unique "positive problem" for Diageo, as demand has far exceeded production capacity. The shortage is partly attributed to Guinness’s growing popularity, particularly among younger drinkers and in international markets like the U.S., where social media trends and celebrity endorsements, such as Kim Kardashian's widely shared photo holding two pints of Guinness, have driven double-digit sales growth.

Diageo has already begun addressing these challenges, with significant investments to expand its breweries and replenish supplies throughout January 2025. A company spokesperson confirmed, "We are making good progress in replenishing stocks across the distribution network to meet ongoing consumer demand."

The unexpected success of Murphy’s highlights Heineken’s ability to capitalize on market dynamics, providing a boost to a brand that, while established since 1856, has historically been overshadowed by Guinness.

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