Guinness Restricts Supply: A Level Business In The News

Have a go at this teaching activity, which includes a downloadable worksheet and suggested answers.

What's the story?

Diageo is limiting supply of Guinness due to extraordinary consumer demand, particularly among certain demographics such as younger drinkers and women.

The brewery is operating at full capacity and allocating weekly stock to ensure adequate Christmas coverage.

Recent marketing strategies, including collaborations with celebrities like Lewis Capaldi and Jason Momoa, have contributed to Guinness's rising popularity.

Despite overall beer consumption declining, Guinness sales have increased by over 20% in recent months.

The company is investing significantly in production infrastructure, expanding its St James's Gate brewery in Dublin and constructing a new facility in County Kildare to support growing demand.

This supply management approach follows a broader trend in the brewing industry, where production challenges and market fluctuations have led other companies like Carlsberg to adjust their distribution strategies.

Guinness restricts supply