Cheltenham Festival racegoers are set to consume a staggering 380,000 pints of Guinness this year, marking an unprecedented 43 per cent increase from last year's 265,000 pints.
The four-day racing extravaganza, which kicks off tomorrow, is on track to be the booziest festival yet.
This remarkable surge in the iconic Irish stout's popularity comes as the festival prepares to welcome approximately 65,000 attendees each day.
With the price of a pint rising by 30p to £7.80, sales of the iconic Irish stout alone are expected to generate close to £3 million over the course of the festival.
Cheltenham Festival racegoers are set to consume more alcohol this year than any other year
PA
This significant price increase comes as Cheltenham has otherwise frozen ticket prices for the event.
The surge in demand is partly fuelled by the viral social media trend known as 'splitting the G', where drinkers attempt to pause their sip precisely at the midpoint of the letter 'G' on the Guinness glass.
This TikTok phenomenon became so popular in 2024 that it sparked fears of Guinness shortages in pubs across Britain.
Although festival-goers may need to improvise due to plastic cups, the trend shows no signs of slowing down.
While Guinness remains the star of the show, racegoers will also knock back around 120,000 pints of lager and 10,700 mini bottles of Moët Champagne.
Even non-drinkers are getting in on the action, with an estimated 3,500 pints of alcohol-free Guinness expected to be enjoyed over the four-day event.
To balance out the revelry, the festival boasts an impressive array of food options, with three miles' worth of food stalls if laid end-to-end.
A Cheltenham festival spokesperson commented: "We've made several improvements for this year's Cheltenham Festival, all with the aim of enhancing the racegoer experience. Our goal is to ensure everyone leaves with incredible memories—whether it's for a day or the entire week."
The upgraded facilities for this year promise even more variety and cosy indoor seating.
Cheltenham Festival gets underway this week
PA
Around 12,000 guests are set to enjoy premium three- and four-course meals across 17 award-winning restaurants and hospitality areas.
This year's iconic week of racing runs from Tuesday, March 11 to Friday, March 14, with racing getting underway from 1:20pm each day.
The Cheltenham Gold Cup, one of the most eagerly-anticipated days in the horse racing calendar, will take place on Friday March 14 at 3:30pm.
Paul Townend is determined to secure further glory, seeking a third straight Gold Cup on Galopin Des Champs.
