Is Guinness still worth the wait?
The Drum’s founder ponders whether the porter’s present popularity comes at a price. Do viral TikTok challenges and beer shortages risk making the brand feel like a fleeting trend rather than a permanent icon?
James Joyce once called Guinness “the wine of Ireland.” Now, as TikTokers tilt their pints and Gen Z ‘split the G,’ it’s beginning to look less like the quiet classic of pub culture and more like the Coca-Cola of beer – viral, ubiquitous and dangerously close to gimmick territory. While Diageo must be celebrating this Christmas as pints pour faster than pubs can replenish kegs, there’s a growing sense that this level of hype could come at a cost.
Let’s address the reality: Guinness dominates the on-trade stout market. Walk into almost any pub and you’ll find it’s not just the best option; it’s the only option. Guinness’s hold on this space is down to a potent mix of tradition, smart distribution and sheer presence. It’s the ‘everywhere stout,’ backed by generations of loyalty and a legacy of unforgettable advertising. No other beer has managed to own a moment in culture quite like Guinness’s iconic ‘Surfer’ ad, with its slow-motion waves and those thundering white horses. “Good things come to those who wait.”
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But here’s the irony. In 2024, Guinness isn’t waiting any more – it’s everywhere, all at once. From Kim Kardashian to TikTok influencers, Guinness is no longer just a pint; it’s a performance. The tilt test (does the pint slosh?) and ‘splitting the G’ are TikTok rituals tailor-made for viral consumption. What once felt like a mark of quiet discernment – the drink of those who enjoy its acquired taste and ritual – now risks feeling like a Gen Z prop, an aesthetic badge more about appearances than substance.
For Diageo’s PR and marketing teams, this might look like the ultimate Christmas miracle. A Guinness shortage is the sort of headline money can’t buy, proof of its cultural relevance. But this kind of ‘everywhere’ buzz comes with a risk: alienating the very drinkers who made Guinness what it is. For those who appreciated its rich bitterness and the wait for the perfect pour, there’s a danger Guinness could lose its mystique and, with it, its loyal base.
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And the old guard matter. Traditional Guinness drinkers, those who take pride in the ritual of the perfect pour and its cultural weight, may start to feel alienated. They didn’t order Guinness to perform. They ordered it because it wasn’t a fashion choice. It was a mark of someone who didn’t need trends to validate their taste.
Worse still, the very buzz driving record sales might draw new scrutiny. As more people adopt Guinness, they may start asking questions. ‘Why is Guinness the only stout in my local pub?’ ‘Is it really the best or just the most available?’ Once drinkers start looking for alternatives, brands such as Belhaven Black or Murphy’s might be waiting in the wings, ready to offer something more crafted, more exclusive. Diageo has dominated the stout category for so long that it might not see a challenger coming until it’s too late.
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Guinness, at its best, has always been about the wait – the slow pour, the settling pint, the quiet satisfaction of something timeless and earned. That was the magic of those surfers battling the waves in the 1999 advert. Today’s viral TikTok challenges and Guinness shortages risk making the brand feel like a fleeting trend rather than a permanent icon.
So, as we watch pints tilt and Gs split this Christmas, Diageo might want to reflect on its old slogan: “Good things come to those who wait.” Ultimately, for this brand, it should be less TikTok and more tick follows tock follows tick...