Gen Z helped drink Guinness Dry: How can your venue benefit from trends

But how have Guinness and its fellow dark beers captured the hearts and tastes of so many people? In this guide, we’ll look at the reasons why stout has surged in popularity, current stout pub trends, and how you can capitalise on its success by enhancing your stout offerings for this new generation.

In stout, we trust

According to recent industry insights, stout sales have soared, with leading brands even facing supply issues due to rampant demand. This presents a fantastic opportunity for pubs, bars, and alcohol-serving venues to diversify their stout selection and cater to a growing audience that is new to the beverage.

This new customer base is made up of women and Gen Z, spurred on by celebrities and influencers enjoying the trend, including Olivia Rodrigo and Kim Kardashian. The social media challenge of “splitting the G” has enticed drinkers to try Guinness for the first time, the same as other viral sensations in a similar vein. It’s up to you as a publican or venue owner to embrace these trends and cash in while demand is high.

The popular kid

So, why has stout become such a sensation? Well, in a world where more and more people are looking for high-quality, well-crafted beverages on a budget, stouts align with this need.

What’s more, brands like Guinness have successfully rebranded themselves as trendy, must-try beverages for younger drinkers – and their perceived ‘cool factor’ has made them a social media favourite. Add craft beer culture into the mix, and you have a customer base  with expanded palates, eager to explore new and unique beer styles.

And let’s not forget the trend of health-conscious drinkers who are looking for low or zero-ABV beverages. Guinness, among others, has created an alcohol-free alternative that ensures no one misses out on the stout sensation.

What does this mean for you?

With Guinness and other stouts at an all-time high, you have a golden opportunity to capitalise on the trend. Here’s some ideas how:

• New pub stout menu ideas — Offer a diverse range of stouts, from classic dry stouts to flavoured or seasonal varieties.
• Create themed promotions — Limited-edition stouts, stout and food pairing nights or even exclusive collaborations with local breweries could drum up excitement.
• Target the right audience —  Engage younger drinkers with dynamic marketing, social media campaigns and influencer partnerships.
• Non-alcoholic options — Include alcohol-free stouts to appeal to the health-conscious crowd.

Pub stout menu ideas

By offering new and innovative stouts, you can set your venue apart from the competition. 

• Stout flights — If you curate a tasting flight that features different stout styles, you can give customers a tasting board that exposes them to flavours they might have never tried before.
• Seasonal stouts — You could introduce limited-edition stouts that feature seasonal ingredients like pumpkin, cinnamon or coffee.
• Stout cocktails — With cocktails going through a similar renaissance, you could try to create signature stout-based cocktails, like Stout Espresso Martinis or Stout and Bourbon Old Fashioneds.
  

And remember, there’s more to stout than Guinness. By exposing your customer base to alternatives, like our Belhaven Black for example, you’ll position yourself at the forefront of the market – but you’ll also capture those who are more apprehensive to try it. Bursting with Scottish character, Belhaven Black is brewed with 5 kinds of Scottish malt and roasted barley to produce a session stout which is rich and bold but less bitter than Guinness – making it the perfect entry level stout.

The secret weapon

Stout was made to be paired with food. This beer’s rich and full-bodied flavour coupled with a delicious pub dish is a match made in hoppy-heaven. Here’s some of our favourite combinations:

• Meat — Stout goes extremely well with steaks, burgers and slow-cooked meats.
• Chocolate — The taste of malt in stout pairs perfectly with deep chocolate deserts like tarts or cakes.
• Cheese — The sharper the cheese, the better, blue cheese especially balances the bitterness of a rich stout.
• Spice — The creamy mouthfeel of stout helps cool down spice-heavy dishes like curry and chilli.

By offering meals that align with stout’s flavour profile, you can attract lovers of the beverage that are looking for a meal with their tipple.

How to choose the right stout supplier for your pub or bar

Finding the right stout supplier for hospitality is a major part of maintaining a high-quality stout selection. You should look for:

• Quality & variety — Make sure that your supplier offers a range of stouts, including craft, traditional and experimental options.
• Reliable delivery — Having a consistent supply chain prevents stock shortages and keeps customers happy.
• Industry expertise — Choosing a supplier with pub industry experience can provide you with trendy, high-demand stouts that align with your customer base.
• Business support — Work with a stout supplier for pubs that provides market insights, promotional materials and business guidance along with their products.

Value for Venues can help you make the right decision when it comes to choosing a supplier, get in touch and we’ll make sure you find the right choice for your venue.

Come to the dark side

The rise of stout presents an incredible opportunity for pubs and bars. By staying ahead of stout pub trends, expanding your selection and creatively marketing your offerings, you can attract new customers and make their experience with you better. For more guidance on how stout can optimise your business, learn more with Value for Venues.

Get in touch today to explore how you can ride the dark stout wave and keep your customers thirsty for more.