Diageo is stepping up its on-the-ground support for Guinness in the UK’s pubs and bars ahead of the festive trading period, in expectation of a ‘seasonal surge’ in demand for the stout.
This hands-on support will include thousands of quality and serve training sessions for pub teams between now and Christmas, covering everything from Guinness’ two-part pour to glass hygiene.
Diageo’s expanded field sales and technical team will be providing tailored, on-the-ground advice throughout peak season, working with outlets to identify the right Guinness 0.0 format for them – whether that’s pint cans, MicroDraught or both.
Alongside these efforts, one million new Guinness glasses are being distributed to outlets across Great Britain, alongside fount upgrades and additional point of sale materials to help enhance guest experience.
Diageo reported that Guinness draught value sales rose by 25% in the final 12 weeks of 2025, with approximately 104 million pints poured, suggesting that the festive period will once again be a strong trading opportunity for pubs providing the black stuff.
But it may also be no coincidence that this fresh push to engage with the on-trade comes as rival stout brands – most notably Tennent’s Stout, Murphy’s and Beamish – have been attracting both headlines and listings.
Joe Gosney, on-trade commercial director at Diageo GB, said: “Winter is one of the biggest trading periods of the year for our customers and Guinness plays an increasingly important part in that.
“We want operators heading into this key period to feel confident that they have the stock, tools and support they need to make the most of Guinness season.
“There’s a very immediate opportunity for pubs this autumn/winter, and the growth behind Guinness is a long-term opportunity in which we’re investing,” said Gosney.
Field & quality director at Diageo GB, Ed Gallagher, added: “Our priority is working with operators to make sure they have all the tools they need to deliver great-looking, great-tasting Guinness throughout the season.
“That means getting the basics right – enough glassware, the right dispense set-up, strong visibility and teams that are confident in pouring the perfect pint. We’ve strengthened support across those areas to help customers make the most of the opportunity.”
Diageo is investing in its brewing and supply network to strengthen Guinness and Guinness 0.0 capacity for the long term.
The new Littleconnell Brewery in Co. Kildare opened in May following an investment of almost €300 million, increasing capacity and resilience across Diageo’s wider brewing network.
Over the next three years, Diageo also plans to invest an estimated €400 million in a second brewery at Littleconnell dedicated to Guinness and Guinness 0.0. Once operational, it is expected to more than double the site’s total brewing capacity.
