Pubs in the UK are facing significant supply shortages of Guinness as Diageo imposes allocation limits in response to rising consumer demand. Landlords report drastic reductions in supply, with some receiving only a fraction of what they usually stock. The situation has led to panic buying and concerns about availability during the busy holiday season. Despite efforts to secure alternatives, the uniqueness of Guinness leaves many pubs without a viable substitute. The increasing popularity of zero-alcohol Guinness 0.0 further complicates supply dynamics as the demand for traditional Guinness continues to surge.