A social media challenge led to a Guinness shortage in the U.K. over the holiday. “Split the G” is a viral drinking game where the aim is to stop at exactly the middle of the letter G when drinking the first sip of a Guinness. Due to the “unprecedented levels” of demand, the production of the iconic Irish stout is at its highest level ever and many pubs across the country ran out of Guinness over the holiday. And although some people think the shortage could be yet another marketing coup, Guinness officials insist they’re doing their best to increase product availability. The drink’s popularity has been on the rise recently, especially among women and younger drinkers, thanks to celebrity endorsements and social media campaigns—remember last year’s “singing pints”? (The Guardian)
📊 YPulse data: 60% of European 18-39-year-olds drink beer
