UK pubs are facing a shortage of Guinness beer just before Christmas due to a surge in demand, particularly among young women. Bar owners report supply issues from Diageo, the parent company of Guinness, which acknowledges increased sales of the beer despite an overall decline in beer consumption in the UK. The rise in popularity has been attributed to social media influences, including Kim Kardashian, and trends among Gen Z drinkers. To cope with the shortage, pubs are implementing drink rationing.