Influencer hype around Guinness drives Molson Coors to enter the market
What began as a social-media-driven revival of stout drinking has evolved into a full-blown competitive race in the UK on-trade. The renewed global popularity of Guinness, fuelled by viral influencer content and the widely shared “Splitting the G” challenge, has reshaped consumer behaviour and reopened the spotlight on a category that for years was considered niche or traditional.
The surge in demand initially put pressure on Guinness supplies in parts of the British pub market, underlining how quickly interest in stout had accelerated. This momentum did not go unnoticed by competitors. Heineken was the first major rival to act, reintroducing Murphy’s Irish Stout to capitalise on the trend, reporting strong volume and value growth shortly after its return to the bar.
Around a year later, Molson Coors Beverage Company is now following suit with the launch of Caffrey’s Black Stout, expanding the historic Caffrey’s name into the stout segment. The new beer, available in the UK on-trade from January 2026, is brewed to 3.4% ABV and nitrogen-infused, delivering a smooth, creamy texture designed for draught occasions. Its flavour profile focuses on roasted malt and cocoa, balanced by light bitterness, soft caramel notes and a subtle touch of liquorice.
Rather than reviving an old recipe, Molson Coors is repositioning the Caffrey’s brand, which has long been associated with Caffrey’s Irish Ale, first launched in 1994. The move reconnects the brand with its origins: founder Thomas Caffrey originally built his brewing business in 1897 around stout and porter styles, making the extension a historically grounded step rather than a novelty.
Recent market data highlights why major brewers are eager to participate. Stout has attracted a significantly broader audience since 2023, with particularly strong growth among younger adult drinkers and a notable increase in female participation, signalling a shift away from its former, more traditional image.
To support the rollout, Molson Coors is planning targeted social media activity and point-of-sale support, aiming to help pub operators benefit from the continuing stout momentum. As influencer culture reshapes classic beer styles and consumer expectations, the UK stout market is entering a new phase—one where heritage brands are being reactivated to meet modern demand.
