Local bar owners, including Tom Thornton of J.D. McGillicuddy’s in Havertown, have noticed a boost in Guinness sales among an unexpected age group, writes Erin McCarthy for The Philadelphia Inquirer.
The acclaimed Irish stout has been a fan favorite for older demographics in Ireland and the United States since its creation.
Recently, Thornton has noticed a rise in popularity among young people in their 20s as well as middle-aged adults.
“These kids are looking for alternatives,” said Thornton, the general manager of J.D. McGillicuddy’s. “The IPAs, if you drink too many of them, you kind of feel it… [Guinness is] just a little more manageable.”
Thornton and others have attributed the increase in sales to Guinness’ creative and effective marketing strategies.
The stout is so popular now in places like the United Kingdom that ration cards for Guinness had to be issued over the holidays.
Guinness’ recent partnership with the Premier League and their being Notre Dame football fans’ official beer (as of 2020) have certainly lent to their success.
In the past, Thornton has hosted events featuring Guinness that coincided with Notre Dame games, which tend to draw in crowds of college football fans.
Find out more about Tom Thornton and the rise in Guinness’ popularity in The Philadelphia Inquirer.
