The owner of Guinness is understood to have placed limits on pub and bar purchases of the Irish-made stout in the UK following a rush of sales, which has reportedly sparked some panic buying ahead of Christmas.
The number of kegs that can be ordered from the Diageo-owned brand was being “managed”, the company said in response to a request for a statement by Sky News.
The Times, which was first to report on the rush, said the recent spike in demand was understood to be linked to so-called Guinnfluencers’ bolstering the drink’s popularity among women.
A run of rugby union internationals during November was also blamed for stoking unprecedented sales growth ahead of the key festive season.
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The newspaper said that one pub company had reported panic buying in the market as a result of the restrictions, which was further exacerbating supply.
It was understood that Diageo was working to a clear set of allocations on a weekly basis.
This was to ensure that the firm had plenty of stock across its supply chain to avoid panic buying and avert shortages.
A Diageo spokesperson said: “Over the past month we have seen exceptional consumer demand for Guinness in GB.
“We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”
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UK supplies of Guinness, and its alcohol-free version, are exported from Ireland.
A brewery in London that produced Guinness was closed in 2005.
Production is currently still centred on the historic St James’s Gate brewery in Dublin on the banks of the River Liffey.
A second brewery is under construction in County Kildare.