They're Out Of Guinness

In early 2024, Diageo (the beverage company that owns Guinness) imposed allocation limits on Guinness to pubs in Britain because demand had spiked, causing some venues to temporarily run out.

Pubs reported being unable to get fresh kegs from distributors for days at a time

The shortage was UK-focused, and there were some pubs who were able to get plenty - but multiple pubs in London, Liverpool, Manchester and elsewhere struggled

It was suggested (wrongly) that Guinness intentionally went dry, OR it was a lie to get more attention

This turned out not to be true, but it’s an interesting thought experiment

The reason that people suggested this, is due to the recent success of Guinness, with data showing that in 2024 it was the best selling beet in the country by volume and by value.

Which meant that they might be jumping on the popularity of the drink, and using scarcity to actually show people

‘Sorry guys we’re so popular we literally can’t serve you with Guinness’

This WOULD lead to a short-term impact on sales - but a huge long-term win for the brand awareness, recognition and perceived popularity.

Which would lead to more people drinking Guinness as a status gesture, as much as a taste preference.

The popularity of Guinness has exploded due to wider influencer content around Guinness, but also the viral challenge of ‘Splitting the G’

Going further back, there is a ritual to the pouring of Guinness - pouring, letting it settle, then topping up.

It’s one of the few drinks with a ritual (Jäger bombs with the shot being dropped in the energy drink, and tequila with the salt, tequila lime)

All of these things are fascinating parts of what creates tribes of Guinness fans

Some will be younger people who started on Guinness because of Splitting the G

Who will then go on to become avid fans, telling the stories of ‘it’s so nice they almost ran out of it last year’

Protecting ‘the ritual of the pour’ when they’re getting their drink.

As coaches - what are doing to create the same?

Being genuinely thoughtful with how and when we use scarcity, optimising for tests / challenges that people might share with others - and creating ritual around a part of our coaching (like check-ins) that become known to those ‘in the know’

Business lessons are everywhere if you look hard enough