A Guinness shortage in the UK before Christmas gave Heineken’s stout Murphy’s a 632% boost in demand, Fortune reported this week.
As December demand for Guinness surpassed available supply, pubs contended with the shortage.
In response, Heineken saw demand skyrocket for its Irish stout Murphy’s, the Dutch brewer told Fortune.
A Murphy’s UK spokesperson said, “These outstanding sales figures go to show demand for stout among UK pub-goers is in no way slowing down, while an increasing number are eager to discover stouts outside the market leader.”
Diageo’s Guinness holds an 80% market share and has grown in popularity in the US in recent years thanks to social media and celebrities praising the drink.
Content creators making videos about finding the best pint of Guinness, as well as Kim Kardashian’s photo holding two pints contributed to double-digit growth for Guinness.
Meanwhile, Murphy’s has historically been a much smaller player.
Founded in 1856, it was acquired by Heineken in 1983 and the Dutch drinks giant used the Guinness shortage to ramp up the visibility of its beer.
'Making Good Progress'
A December statement from Heineken said, “Amid reports that pubs were running out of the ‘black stuff’ ahead of the festive period, Heineken UK took to the streets of London to hand-deliver kegs of Murphy’s.”
While Murphy’s managed to capitalise on the shortage, Guinness faced a uniquely positive problem in that demand overtook production.
The company is reportedly investing in expanding its breweries to meet the fast-growing demand.
A Diageo spokesperson told Fortune, “Demand for Guinness remains at unprecedented levels.
“We are making good progress in replenishing stocks across the distribution network throughout January to meet ongoing consumer demand.”
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