Diageo Shares Move Up as Firm Adjusts Guinness Supplies on Rising Demand

Diageo shares (LON: DGE) are moving up this morning on the LSE, up 0.44% as the firm noted soaring demand in Guinness. In a strategic response, Diageo has restricted the supply of Guinness to pubs in the lead-up to Christmas which indicates a healthy sales outlook on the drink, but one which may have been even better.

This decision comes amid a significant surge in consumption due to high-profile international rugby fixtures and a growing trend influenced by social media personalities known as ‘Guinnfluencers'. These factors have combined to drive unprecedented demand, particularly among women and younger demographics, marking a notable shift in consumer behaviour.

The spike in demand has resulted in reported instances of panic buying, pushing Diageo to manage the situation through efficient coordination with its customers. The move is aimed at ensuring a steady supply of the beloved stout leading up to the festive period. Despite these challenges, Guinness production is operating at full capacity, with allocations made on a weekly basis to maintain stock levels in December.

Guinness, whose main production facility is the renowned St James's Gate brewery in Dublin, is also expanding its operations with a new facility under construction in County Kildare. These efforts highlight Diageo's commitment to meeting growing demand while navigating immediate supply constraints.

Diageo's strategy to manage Guinness allocations comes at a crucial time as the brand capitalises on heightened visibility and demand across diverse consumer segments. The proactive approach in coordinating with distribution channels underscores efforts to manage the supply chain pressures effectively and maintain customer satisfaction during one of the busiest seasons of the year.