Or when Guinness becomes trendy, thanks (or because) of Kim Kardashian. A few days before Christmas, the rationing of the famous dark beer in the United Kingdom is agitating London pub owners and consumers. In an article dated December 16, the Huffington Post claims that the Diageo group, which produces Irish beer, has started to limit its distributions following an explosion in demand. Kim Kardashian and the Guinnfluenceurs » (influencers promoting Guinness) would be the cause.
On social networks, “ Guinnfluenceurs » having as leader Kim Kardashian, have restored the image of Irish beer, making it once again trendy and popular with young people. During her last trip to London, the American reality TV star with nearly 360 million subscribers on Instagram, published two photos of herself, a pint of Guinness in hand. Since then, the shortage has been felt. Sales jumped by almost 21% between July and October, despite the general decline in the beer market, according to figures from specialist firm CGA by NIQ. And demand reached records again last month, according to statements to AFP by Diageo’s spokesperson. Faced with this unexpected upsurge, the British company found itself forced to restrict its distributions. Only Great Britain would be impacted (i.e. England, Scotland and Wales, not Ireland and Northern Ireland).
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A women’s affair
Guinness, a beer traditionally associated with rugby fans and men of a certain age, has seen its popularity grow among young people and particularly women. Earlier in the year, Debra CrewManaging Director of Diageo, explained that consumption of Irish dark beer was up 24% among this segment of the population. Eager to attract new consumers, the company had reoriented its marketing plan. A profitable strategy but the Diego group was obviously not sufficiently prepared for the fallout.
