Quick, read this before it runs out.

Many people I’ve met this week have asked me one thing: are you prepared for the looming Guinness shortage? What’s your plan?

It’s my go-to drink, and I won’t step foot in a pub that doesn’t serve it. But now, Diageo is limiting Guinness orders in Great Britain due to soaring demand. The BBC reports they’re operating at full capacity, but with Christmas approaching, a shortage still looms.

So, how can you create the same demand as Guinness?

Cultural relevance

Guinness has transcended Irish pubs. It’s a ‘cool’ global icon, especially among younger Americans, thanks to viral challenges (like the first gulp to level with the G) and ‘Guinnfluencers’ like Kim Kardashian.

Create exclusivity

Diageo’s strategic decision to limit Guinness orders taps into the power of exclusivity. Scarcity creates demand. When something feels harder to get, it becomes more desirable.

Adapt to demand

With Christmas approaching, Diageo is strategically managing Guinness supplies. Be ready to adapt your brand and scale up for peak times without overstretching yourself.

An age-old marketing strategy.

Be relevant. Be exclusive. Be in demand.

Tap into what excites your audience, create buzz, and keep them engaged. You can do this by timing, offering limited items, or aligning with cultural trends.

How are you creating demand for your brand?

Enjoy your Quick PINT, but not too many.