Fans of Guinness may need to split a pint in addition to splitting the G as U.K. pub owners are considering allocation limits due to the beer’s skyrocketing popularity.
As CNN reports, sales of Guinness kegs have increased by 20.9% between July and October, even as beer sales overall decreased by 0.5%. The trend stems from Guinness becoming an unlikely favorite among younger people thanks to social media.
“It used to be portrayed as an older man’s drink, but now it’s for everybody,” says Pat Logue, owner of London’s Sheephaven Bay pub. “Now it’s a cool drink.”
While pub owners are “worried they’ll run out of Guinness,” as the CNN headline reads, the beer’s parent company, Diageo, says, “We have maximized supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”
In the meantime, maybe the U.K. will set a Guinness world record for drinking Guinness.