The Guinness Effect: Why Stout Is Suddenly Booming

Last year, London Black, a nitro porter from south London’s independent craft brewer Anspach Hobday, was named the UK’s No. 1 beer in the Top 50 UK Beer Awards. Unseating 2024’s winner, DEYA’s Steady Rolling Man pale ale, the judges were explicit about the context of its win, stating: “The resurgence of stout and the popularity of Guinness have no doubt helped to drive its success.”

The legendary Irish brand boasts one of the most seductive marketing histories in modern drinks. From 1920s doctor-approved illustrated ads with the slogan “Guinness is good for you” to the 1999 AMV BBDO black-and-white film Surfer (often cited as one of the greatest adverts of all time), Guinness has long pursued broad cultural resonance rather than narrow audiences. Its allure most recently has been amplified by the Netflix series House of Guinness and TikTok trends drawing in younger drinkers.