Guinness boom ends as off-trade sales surge subsides

Published on The Grocer

Guiness’ remarkable growth tear in the off-trade appears to be over, according to new data.

The Diageo-owned Stout was on of the biggest winners in The Grocer’s Britain’s Biggest Alcohol Brands report 2025, after sales surged £29.7m on volumes up 12.6% [NIQ 52 w/e 19 April 2025].

Buoyed by its popularity on social media and with younger drinkers, the brand has increased its market share in off-trade beer from 3.2% in 2023 to over 4% by early 2025, according to Bernstein analysis of NIQ data.

Published The Grocer, 19th August 2025

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