Old brew a Tiktok hit
The new viral drink on social media is a 250-year-old stout
Your grandad’s favourite tipple is currently having a viral moment with Gen Z.
Along with launching viral dances, creating celebrities out of amateur videographers and boosting the careers of artists like Olivia Rodrigo, Dua Lipa and Lil Nas X, Tiktok has been responsible for turning a number of drinks into viral sensations. Whipped coffees, gummy bear mimosas, the Starbucks “pink drink” and the negroni sbagliato with prosecco have all found fame on the video app.
Now Tiktokkers have turned their attention to a more classic tipple, driving a sharp increase in sales of Guinness in some untraditional demographics.
Created in Dublin more than 250 years ago by Arthur Guinness, it found quick success. Sales declined in the 1970s until a tweak to the production method gave the drink a creamier finish and broader appeal. Sales remained consistent (pandemic aside) until 2022 when, suddenly, it seems Guinness was everywhere.
Social media platforms like Tiktok and Instagram were filled with celebs, influencers and followers downing pints of stout, many attempting to “split the G”, a trend that challenges drinkers to gulp to the exact midpoint of the letter G on the pint glass with their first tip of the wrist.
Guinness’s status as the “it” drink was solidified on St Patrick’s Day 2023 when Kim Kardashian posted an Instagram story of herself with a pint of Guinness.
Guinness sales grew 24 per cent in Europe between July and December 2023, with most of the increase attributable to women aged 25 to 44. It now accounts for one in nine beers served in UK pubs.
Australian venues, too, have seen a spike in interest, with more and more pubs adding taps to meet demand.
Want to discover more delicious drinks? Scan or visit delicious.com. au/drinks