Supermarkets have had limits placed on the amount of Guinness parent-company Diageo will supply as the alcohol giant responds to “exceptional” consumer demand.

The drinks manufacturer informed its UK off-trade and on-trade clients that it was limiting distribution ahead of the Christmas period as it responded to a spike in consumer demand for the stout brand.

It is understood that the rationing only currently applies to Guinness Draught, and follows the brewer attempting to maximise supply and manage allocation, working with trade customers to keep up with demand and avoid any shortages over the Christmas period.

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A Diageo spokesperson said: “Over the past month we have seen exceptional consumer demand for Guinness in GB. We have maximised supply and we are working proactively with our customers to manage the distribution to trade as efficiently as possible.”

British Retail Consortium (BRC) director of food and sustainability Andrew Opie said: “Retailers are adept at handling issues in the supply chain and balancing stock levels, and do not anticipate any major issues with Guinness supply in the run up to Christmas. Furthermore, retailers offer a wide range of alcoholic products, including stouts, to ensure customers can enjoy a tipple over the Christmas period.”

It comes amid a UK-wide surge in demand for stout, with Tesco earlier this year publishing figures that showed the drink category was now the fastest-growing beer variety in the UK, with sales increasing 35% over the past year.

Guinness, which is one of many brands owned by Diageo alongside Baileys, Gordons and Pimm’s, continues to be Tesco’s most popular stout, followed by new entry Brewdog’s Black Heart, which made its debut in January 2023.