The Irish stout, known for its distinctive warm brown color, creamy foam head and unique method of being poured (a proper pint of Guinness takes 119.5 seconds to pour), has long been known as the drink of choice for rugby lads and men at the pub.

Yet in the past two years, Guinness has skyrocketed in popularity, especially among young people and women.

From July to October, sales of beer decreased 0.5% in the UK, according to CGA, a data insights firm for food and drink businesses. Yet across the same period, sales of beer increased by 23.2% for Diageo, which owns the Guinness brand. Specifically, sales of Guinness in kegs grew by 20.9%.

By the end of October, Guinness was the top-selling beer in the UK by volume across 2024, according to Nielsen data that was shared with CNN.

With the sudden increase in demand, Diageo has told some pub owners that it would set allocation limits on Guinness to ensure distribution can last through the holiday season.

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“Over the past month we have seen exceptional consumer demand for Guinness in (Great Britain),” a Diageo spokesperson said in a statement. “We have maximized supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”

The allocation limits have not affected all pubs. But pub owners told CNN that they are weary about having enough supply to meet demand, especially during the holiday season, which is often the busiest time of the year and crucial for weekly profit margins.