Guinness owner Diageo is taking steps to address shortages in the UK as the iconic stout experiences a surge in popularity, particularly among younger drinkers.

To meet the demand, Guinness is dipping into its Irish reserves, known as security stocks, which are typically reserved for Irish customers in a move that aims to alleviate pressure on UK landlords who have been struggling to keep up with the influx of new fans, The Guardian reported.

Diageo has also reportedly put shipments destined for North America on standby, ready to be diverted to the UK if necessary.

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Diageo is producing more Guinness than ever before in its 265-year history and the company said it is working closely with its network to manage distribution as efficiently as possible, aiming to maximise supply and minimise disruptions for pubs and retailers.

The company is apparently planning a phased replenishment in early 2025, which should help UK supplies return to normal and will help around the anticipated rush during the Six Nations rugby championship, which starts on 31 January.

Earlier this month, supermarkets had limits placed on the amount of Guinness Diageo would supply as 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 the spike in consumer demand.