DIAGEO has vowed to ramp up production of Guinness in Ireland after demand in the UK outstripped even the busiest St Patrick’s Day period.
The brewery’s parent firms said it “working around the clock” to increase supplies of the popular stout after a “sell-out” festive period led to shortages at British pubs.
Chief Executive of Diageo Debra Crew[/caption]
Guinness reportedly raided its security stocks in Ireland in order to help fill the gap[/caption]
Diageo, which also owns Johnnie Walker whisky and Gordon’s gin, said Guinness sales have seen “extraordinary” growth in recent months.
Debra Crew, chief executive of the drinks giant, said sales of Guinness across October and November were stronger than it typically sees around St Patrick’s Day, as the drink’s popularity continues to boom.
However, a raft of pubs said they faced shortages over the busy Christmas period because they were unable to meet rampant demand.
Guinness reportedly raided its security stocks in Ireland in order to help fill the gap.
There were also reports that some pubs in London rationed the amount of Guinness that drinkers could buy to ensure customers had a fair share.
Ms Crew told reporters: “It has seen extraordinary growth in Britain, particularly at a time when the wider beer market is actually declining.
“Late last year, the demand was unprecedented. It was a sell-out period for the brand.
“We are working around the clock to replenish our stock levels and are boosting those quickly.
“We are spending 200 million euro on a new factory in Kildare, in order to bring more capacity online.”
Guinness saw net sales grow by 13 per cent over the half-year to December.
It came as Diageo reiterated it is “not selling” Guinness, after reports that the group is considering a spin-off or sale deal of the historic Irish brand.
Analysts had suggested the group could get as much as 10 billion dollars (£8 billion) for the business if it sought a deal.
Meanwhile, anti-booze watchdogs say they “watched with exasperation” the amount of Guinness branding inside the Aviva stadium during Ireland’s Six Nations rugby clash with England on Saturday.
Alcohol Action Ireland accused Diageo of using the cynical tactic of brand-sharing – advertising zero alcohol products using the same branding as the real deal – to circumvent the law banning alcohol brands on the field of play.
AAI CEO Dr Sheila Gilheany said: “Pairing a healthy activity, such as sport, with an unhealthy product, such as alcohol, makes that product seem less unhealthy and more acceptable and normal.”
While Diageo declined to comment, it’s understood the company adheres strictly to all advertising laws.
The Irish Sun has contacted the Diageo for a comment.
The brewery’s parent firms said its ‘working around the clock’ to increase supplies of the popular stout[/caption]
