Guinness rations supply to British pubs as popularity soars with gen Z

Diageo has been working with influencers over the past few years to raise Guinness’s profile. Photograph: NurPhoto/Getty Images

Forget Dry January, it could be Dry December for Guinness fans after pub landlords were caught out by soaring demand for the stout due to its newfound popularity with gen Z, many of whom like to pose, pint in hand, on social media.

With its thick white foamy head and agonising 119.5 second pour time, the black stuff was traditionally favoured by older men and rugby teams.