Guinness has promised thirsty gamblers that there won’t be a scarcity of the renowned black beverage during the Cheltenham Festival this year, reports The Mirror.
In recent months, the world-famous stout was sold out and owner Diageo was having trouble meeting demand, so many pubs around the UK struggled to secure supply.
Following a slew of wildly successful TikTok marketing initiatives, young people’s love of stout contributed to the enormous spike in sales. Owner Diageo, however, has recently boosted supplies and promised that there won’t be any shortages throughout race week, reports The Mirror.
As last year, Cheltenham revealed that a pint of Guinness will cost £7.50 Sterling, or around €8.90, on the track. Additionally, the brewer stated that it will have more than enough supplies to maintain the well-known Guinness tent at the Festival as well as at other British and Irish pubs.
Diageo said: ”We are making progress in replenishing stock levels in our distribution network. Demand continues to grow at unprecedented levels and we are taking a responsible and sustainable approach to managing that across all our customers so that stock is distributed to consumers as effectively as possible. We are grateful to our customers and consumers for their strong engagement and partnership in managing this exceptional period of demand growth,” reports The Mirror.
Last year, Guinness sales in Britain increased by an astounding 18%, with 60% of the increases occurring in the 18–34 age group. It is no longer thought of as an old man’s drink.
There will be plenty of black material on the course for racegoers, according to the British Jockey Club, which owns and operates the Cheltenham races, reports The Mirror.
Last year, an astounding 265,000 pints of Guinness were sold at Cheltenham, and Diageo anticipates that number to rise the week following.
On March 11, the four-day racing extravaganza gets underway, reports The Mirror.
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