UK: Sout experiencing surprising rise in UK beer market

Stout is experiencing a surprising rise in the UK beer market, defying broader industry trends with a surge in popularity since the Covid-19 pandemic. While overall beer sales in the UK have declined, stout has seen a strong upswing, driven by media coverage, social media trends, and shifting consumer preferences, Vinetur reported on February 20.

According to IWSR, a global authority on beverage alcohol data, stout volumes in the UK grew by 24% between 2019 and 2023, with a 12% increase in 2023 alone. This contrasts sharply with the overall UK beer market, which saw a 6% decline over the same period. Stout, premium-plus world lagers, and no-alcohol beers are the only beer segments currently experiencing growth. Initially, IWSR projected a 6% volume increase for stout in 2024, but given recent trends, these figures may be revised upward. Between 2023 and 2028, stout is expected to grow at a compound annual growth rate (CAGR) of 2%, even as the broader beer market is predicted to shrink at a CAGR of -1%.

The recent surge in stout's popularity can be attributed to several key factors. One major driver is the changing demographic of stout drinkers. Younger consumers of legal drinking age have returned to on-premise drinking after the pandemic, with many shifting from spirits to longer alcoholic drinks, including stout. This has expanded stout's traditional audience, which was once primarily older male consumers, to include younger drinkers and more women.

Social media and celebrity influence have also played a role in stout's newfound appeal. Headlines about a Guinness shortage in late 2024 attracted widespread attention, and high-profile endorsements—such as Kim Kardashian drinking stout in a London pub and Olivia Rodrigo wearing a Guinness T-shirt in Dublin—helped fuel its visibility. Instagram trends like "splitting the G," where drinkers try to align the foam level with the letter G on a Guinness pint, and the "baby Guinness" shot, a cocktail that mimics a tiny stout, have further boosted the segment's popularity. The visual appeal of stout, with its distinctive dark color and creamy head, has made it well-suited to social media promotion, much like rosé wine and spritz cocktails.

The rise of no-alcohol beer has also had an indirect impact on stout's success. Many breweries have introduced no-alcohol stout variants, tapping into a growing market of younger consumers interested in moderation. While these no-alcohol stouts are categorized separately from traditional stout in volume data, their presence has contributed to the category's overall visibility and appeal.

Increased consumer interest has led to greater experimentation within the category. With the well-publicized Guinness shortage, drinkers have explored other stout brands, leading brewers to innovate and introduce new products. This growing variety has encouraged further engagement with the segment.

While stout's resurgence is most pronounced in the UK, similar trends are emerging in Ireland and other markets. IWSR research indicates that stout is gaining prominence internationally, although the growth figures remain most striking in the UK and Ireland.

The key question is whether stout's momentum will be sustained in the long term. While growth is expected to continue in the near future, it remains uncertain whether the current surge represents a lasting shift or a temporary trend driven by recent publicity and social media buzz.