Pubs forced to RATION Guinness ahead of Christmas in key move to avoid shortages

The company has been forced to impose distribution limits over the past three weeks, despite operating at maximum production capacity.

The unprecedented surge in orders has come at a crucial time for the hospitality industry, with Christmas celebrations looming.

Despite running at full production capacity, Diageo has had to implement restrictions on orders that significantly exceed normal supplier volumes.

The drinks company is working to maintain supply chains whilst managing unprecedented levels of demand from pubs and bars across Great Britain.

Debra Crew, the chief executive of Diageo said the surge in demand has been driven by Guinness's growing appeal among women and young people, marking a shift in the drink's traditional consumer base.

She also suggested the lower calorie nature of the drink had also helped drive sales higher. A pint of Guinness contains only around 210 calories.

The non-alcoholic version of the drink could have also attributed to its growing appeal.

Recent rugby international matches have further strained supplies, with the sport's connection to the Irish stout creating additional pressure on stocks.

The popularity boost follows Diageo's targeted marketing campaigns and collaborations with influencers over recent years.

A Diageo spokesperson addressed the situation, stating: "Over the past month we have seen exceptional consumer demand for Guinness in Great Britain."

The company representative added: "We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible."

According to figures from industry group CGA, Guinness sales were around 19 per cent higher in the four weeks through to early November than they were last year.

Meanwhile, British pubs are luring in customers by claiming their Guinness is the best. The Devonshire in Soho went viral this year for claiming it was selling the best Guinness in London.