Diageo has announced limited supplies of Guinness for pubs in Great Britain in response to unprecedented demand. The company’s production is operating at full capacity, yet recent trends show increased consumption among women and young people, further strained by recent rugby events. To manage this, Diageo is allocating supplies weekly while enhancing marketing efforts, including collaborations with celebrities like Lewis Capaldi and Jason Momoa. Despite a general decline in beer consumption, Guinness keg sales have risen notably since July.