Once considered a pub bore, Guinness has now become the UK's top-selling draft beer, accounting for one in every nine pints served in pubs. The Irish stout market leader, with an impressive 80% share, Guinness has also found favour with the Gen Z crowd who have been consuming the beverage in large quantities.
Celebrity endorsements from the likes of Kim Kardashian and content creators dedicating videos to finding the best pint of Guinness have further fuelled its popularity. Despite recent shortages, particularly in the lead up to Christmas, demand for Guinness continues to rise.
However, supply issues experienced by Guinness owner Diageo opened the door for competitors. One such brand, Murphy's, popular in Cork, is quietly challenging Guinness for the title of King of Irish Stout.
With a lower ABV of 4% compared to Guinness' 4.2%, and a sweeter, malty, toffee-like flavour as opposed to Guinness' coffee-like bitterness, many believe Murphy's is better suited for longer sessions. Demand for Murphy's, produced by Dutch brewer Heineken, has soared by 632% in the UK, according to industry publication The Morning Advertiser.
A spokesperson for Murphy's UK commented on the impressive sales figures, stating: "These outstanding sales figures go to show demand for stout among U.K. pub-goers is in no way slowing down, while an increasing number are eager to discover stouts outside beyond the market leader,", reports the Express.
Will Rice, the on-trade director for Heineken UK, has shared some optimistic insights regarding the expansion of Murphy's draft presence in British pubs. Speaking to the Morning Advertiser, he revealed that Murphy's can now be found on tap in 500 establishments across the UK and elaborated, "this number is growing to meet the demand we're seeing from customers and operators."
He added, "Murphy's is well placed to build on this growth" noting there have been "particular surges have been seen in London and the north-west."
Stressing the brand's consistent performance, Rice stated, "This certainly isn't a flash in the pan. The brand has increased steadily over the past 18 months and we're seeing no indication that there is a move from operators to take Murphy's off bars in 2025."
Raised as a smaller player within the realm of Irish stout, Murphy's, which originated in 1856, became part of the Heineken portfolio only in 1983. Amidst Diageo's challenges in maintaining a steady Guinness supply, Murphy's has cleverly taken advantage of the situation to grow its market share.
Heineken UK has even gone so far as to personally deliver kegs of Murphy's to pubs in London ahead of their Christmas campaign during previous shortages of Guinness. Despite Guinness brewing more than ever in its 265-year history, it faces stiff competition from what could become Gen Z's preferred stout—Murphy's.
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English (United States) ·