Insight of the Day: Turning to the dark side: the surprising rise of stout

Why it is the topic trending:

• Stout's Unexpected Popularity Surge: The article is trending because it discusses the surprising and significant increase in stout sales in the UK, a phenomenon defying the overall decline in the beer market, making it a noteworthy topic in the beverage industry.

• Guinness Shortage and Media Attention:  The well-publicized shortage of Guinness, a leading stout brand, and the extensive media coverage it received, have brought stout into the spotlight and fueled public interest, making it a trending topic in news and social media.

• Viral Social Media Trends:  The article highlights the role of viral social media trends like "splitting the G" and "baby Guinness," demonstrating how social media virality is contributing to the increased popularity and cultural relevance of stout, making it a trending topic online.

• Broader Demographic Appeal: The article points out that stout is now attracting a younger and more diverse demographic, including younger LDA+ consumers and female drinkers, indicating a shift in consumer preferences and making it a relevant topic for market analysis and consumer trend discussions.

• Contrast with Overall Beer Market Decline:  The stark contrast between stout's growth and the overall decline in the UK beer market makes the topic particularly interesting and trend-worthy, as it represents an anomaly and a potential shift in the beverage landscape.

Overview:

• The article examines the unexpected surge in stout popularity in the UK despite a declining overall beer market. This revival is attributed to publicity from Guinness shortages, viral social media trends, and stout attracting a broader demographic, including younger drinkers and women. IWSR data shows UK stout volumes grew +24% between 2019 and 2023, and +12% in 2023 alone, contrasting with a -6% decline in the overall UK beer market during the same period. Stout, along with premium-plus world lager and no-alcohol beer, are the only growth drivers in the UK beer market. The article identifies factors like stout's visual appeal, celebrity endorsements (Kim Kardashian, Olivia Rodrigo), Instagram trends ("splitting the G," "baby Guinness"), and the halo effect from no-alcohol stout variants as key drivers. While the surge is most prominent in the UK and Ireland, stout is gaining prominence in other markets as well. The article questions the long-term sustainability of this growth, acknowledging expected continued growth in the near term but uncertainty about whether stout's "golden period" will last.

Detailed Findings:

• Stout Market Growth in the UK:

  • Stout volumes in the UK increased by +24% between 2019 and 2023.

  • Stout volumes in the UK increased by +12% in 2023 alone.

  • Overall UK beer market volumes fell by -6% between 2019 and 2023.

  • Stout is a key growth driver in the UK beer market, alongside premium-plus world lager and no-alcohol beer.

  • IWSR forecasts a +2% CAGR for stout between 2023 and 2028, while the overall beer market is expected to shrink at a CAGR of -1%.

• Factors Driving Stout Popularity:

  • Broader Demographic: Stout is attracting younger LDA+ consumers and female drinkers, expanding beyond its traditional older demographic.

  • Viral Trends: Guinness shortage publicity, celebrity associations (Kim Kardashian, Olivia Rodrigo), and Instagram trends ("splitting the G," "baby Guinness") have raised stout's profile.

  • Piggybacking No-Alcohol: No-alcohol stout variants contribute to brand and category awareness, potentially recruiting younger drinkers to the broader stout category.

  • Category Exploration: Stout drinkers are becoming more experimental, trying diverse stout brands, prompting brewers to innovate and launch new stout products.

• Geographic Scope:

  • Stout surge is most pronounced in the UK and Ireland.

  • Stout is gaining prominence in other markets beyond the UK and Ireland.

Key Takeaway:

• Stout is experiencing a surprising resurgence in the UK, defying overall beer market trends, driven by broader demographic appeal, viral social media moments, and the halo effect of no-alcohol stout. While continued growth is expected, the long-term sustainability of this "golden period" for stout remains uncertain.

Main Trend:

• Stout Revival

Description of the Trend (Stout Revival):

• This trend describes the unexpected resurgence and increasing popularity of stout, particularly in the UK beer market, after a period where it was considered a more traditional and potentially declining beverage category. "Stout Revival" signifies a renewed consumer interest and demand for stout, driven by a combination of factors including changing demographics, viral social media trends, and innovation within the stout category, leading to significant sales growth and a revitalized image for stout in the modern beverage landscape.

What is Consumer Motivation (Consumer Motivation for Stout Revival):

• Seeking New and "Trendy" Drinks: Younger LDA+ consumers, returning to on-premise venues post-pandemic, are seeking new and trendy alcoholic beverages, moving away from spirits and towards longer drinks like stout, driven by a desire for novelty and social trends.

• Influence of Social Media and Virality: Consumers, especially younger demographics, are heavily influenced by social media trends and viral content, and the Instagrammable nature of stout (e.g., "splitting the G," "baby Guinness") and celebrity associations are driving their interest in trying and consuming stout.

• Desire for Authenticity and Heritage in Drinks:  In a market saturated with new and innovative beverages, some consumers are drawn to the authenticity and heritage associated with stout, viewing it as a classic and established beer style with a rich history, providing a sense of tradition and reliability.

• Exploration and Experimentation within Beer Category:  Consumers, particularly those already interested in beer, are becoming more experimental and willing to explore different beer styles, and the increased visibility and buzz around stout are encouraging them to try different stout brands and varieties, expanding their palates and beverage repertoires.

• Perceived Approachability and Drinkability:  Stout, despite its dark appearance and rich flavor, may be perceived as more approachable and drinkable than some other beer styles, especially in its draught form, making it appealing to a broader range of consumers, including those newer to beer or seeking less intensely flavored options.

What is Driving the Trend:

• Shift in Younger Consumer Preferences:  Changing preferences among younger LDA+ consumers, moving towards longer alcoholic drinks (LADs) and away from spirits, are creating a new market segment for beverages like stout, which fit this consumption style.

• Social Media Virality and Influencer Culture:  Viral social media trends and celebrity endorsements are powerful drivers of consumer behavior, and the "Instagrammable" nature of stout and its association with celebrities have significantly boosted its visibility and desirability, particularly among younger demographics.

• Effective Marketing and Brand Building by Stout Brands:  Successful marketing and brand-building efforts by major stout brands, like Guinness, have contributed to the category's resurgence, leveraging publicity from shortages and social media buzz to reinforce brand image and attract new consumers.

• Innovation within the Stout Category: Brewers are responding to increased interest by innovating and introducing new stout products, including no-alcohol variants and potentially flavored or limited-edition stouts, further expanding the category's appeal and attracting diverse consumer segments.

• "Halo Effect" of No-Alcohol Beer Trend:  The broader growth of the no-alcohol beer category, and the launch of no-alcohol stout variants, are creating a "halo effect," increasing overall awareness and positive perception of stout, and potentially recruiting younger, health-conscious drinkers to the category.

What is Motivation Beyond the Trend:

• Human Desire for Novelty and Social Connection: The underlying motivation is the human desire for novelty, excitement, and social connection. Consumers are drawn to try new and trending beverages like stout to participate in social trends, share experiences on social media, and connect with others through shared consumption rituals.

• Seeking Sensory Pleasure and Enjoyment:  Taste and sensory pleasure remain primary drivers of beverage choice. Stout, with its distinctive appearance, creamy texture, and rich flavor profile, offers a unique and enjoyable sensory experience that appeals to consumers seeking something different from typical beers or spirits.

• Desire for Belonging and Cultural Participation:  Consuming stout, particularly in social settings like pubs, can be associated with a sense of belonging, cultural participation (e.g., pub culture, Irish heritage associated with Guinness), and embracing established traditions, fulfilling a human need for social and cultural identity.

Description of Consumers Article is Referring to (Younger LDA+ Consumers, Broader Demographic):

• Age: Primarily younger LDA+ consumers (legal drinking age and above), including Gen Z and younger Millennials, but also expanding to a broader demographic beyond traditional older stout drinkers.

• Gender:  Increasingly including female consumers, breaking away from the stereotype of stout being a predominantly male drink.

• Income: Not explicitly specified, likely spans a range of income levels, as beer and stout are generally accessible beverage categories.

• Lifestyle: Socially active individuals, those influenced by social media trends, consumers interested in exploring different beverage categories, potentially health-conscious individuals drawn to no-alcohol options, and those seeking new and trendy drinking experiences in on-premise settings like pubs and bars.

Conclusions:

• "Stout Revival" is a significant trend in the UK beer market, driven by a confluence of factors including changing demographics and social media influence.

• Consumer motivations include seeking trendy drinks, social media influence, desire for authenticity, beer category exploration, and perceived approachability of stout.

• Shift in younger consumer preferences, social media virality, brand marketing, stout category innovation, and the no-alcohol beer trend are driving the revival.

• Beyond the trend, motivations are human desires for novelty, social connection, sensory pleasure, and cultural participation.

• The trend impacts younger LDA+ consumers, female drinkers, the UK beer market, stout brands, and the broader beverage industry, reshaping consumer preferences and market dynamics.

Implications for Brands (Stout and Beer Brands):

• Capitalize on Social Media Virality: Stout brands should actively leverage social media platforms and viral trends to further amplify the "Stout Revival," engaging with online communities and encouraging user-generated content.

• Target Younger Demographics with Marketing:  Marketing campaigns should be tailored to appeal to younger LDA+ consumers and female drinkers, highlighting the trendy and approachable aspects of stout and breaking away from traditional stereotypes.

• Innovate within the Stout Category: Brewers should continue to innovate and introduce new stout products, including flavored stouts, limited editions, and craft stout variations, to maintain consumer interest and cater to diverse palates.

• Promote No-Alcohol Stout Variants:  Brands should actively promote their no-alcohol stout offerings, leveraging the "halo effect" to attract health-conscious consumers and potentially recruit new drinkers to the broader stout category.

• Emphasize Stout's Versatility and Drinkability: Marketing should highlight stout's versatility as a beverage suitable for various occasions and its drinkability, dispelling any perceptions of it being a heavy or intimidating drink.

Implication for Society:

• Revitalization of Traditional Pub Culture:  The "Stout Revival" could contribute to the revitalization of traditional pub culture in the UK and Ireland, with stout remaining a central beverage in pub settings and attracting a new generation of pub-goers.

• Increased Diversity in Beverage Choices:  The trend expands the diversity of beverage choices available to consumers, offering a wider range of beer styles and flavor profiles beyond mainstream lagers and ales.

• Economic Boost to Brewing Industry:  The growth in stout sales provides an economic boost to the brewing industry, particularly for stout producers and related businesses, contributing to job creation and economic activity in the sector.

Implications for Consumers (Younger LDA+ Consumers, Beer Drinkers):

• More Trendy and Socially Relevant Drink Options:  Consumers, especially younger demographics, gain access to a more trendy and socially relevant alcoholic beverage option in stout, aligning with current social media and cultural trends.

• Expanded Beer Palates and Category Exploration:  The trend encourages consumers to explore and expand their beer palates, discovering the nuances and diversity within the stout category and potentially venturing into other beer styles as well.

• Greater Variety of Stout Products and Flavors:  Consumers benefit from a wider variety of stout products and flavor options as brewers innovate and cater to the growing demand, offering more choices to suit individual preferences.

Implication for Future:

• Sustained Growth of Stout Category (Near-Term):  The stout category is expected to experience continued growth in the near term, driven by ongoing consumer interest and industry innovation.

• Potential for Global Stout Trend Expansion:  The "Stout Revival" trend could expand beyond the UK and Ireland to other global markets, with stout gaining popularity in new regions and cultures.

• Stout as a "Modern Classic" Beverage:  Stout could solidify its position as a "modern classic" beverage, appealing to both traditional stout drinkers and a new generation of consumers, ensuring its long-term relevance in the evolving beverage landscape.

Consumer Trend (Beverage Trend):

• Name:  Trendy Traditional Brews

• Detailed Description: This consumer trend describes the unexpected resurgence and growing popularity of traditionally established alcoholic beverages, like stout, driven by younger consumers seeking out "trendy" drinks with a sense of heritage and authenticity. "Trendy Traditional Brews" signifies a cyclical return to classic beverage categories, revitalized by social media influence, celebrity endorsements, and innovative marketing, appealing to a new generation while retaining their established cultural significance.

Consumer Sub Trend (Style Trend):

• Name:  Instagrammable Stouts

• Detailed Description: A key sub-trend within "Trendy Traditional Brews" is "Instagrammable Stouts." This focuses on the role of visual appeal and social media virality in driving the stout revival, with specific stout-related trends like "splitting the G" and "baby Guinness" becoming popular on platforms like Instagram, enhancing stout's social currency and desirability among younger consumers.

Big Social Trend (Cultural Trend):

• Name:  Neo-Pub Culture

• Detailed Description: The broader social trend of "Neo-Pub Culture" reflects a revitalization and evolution of traditional pub culture, particularly in the UK and Ireland, where pubs are adapting to attract younger generations and diverse demographics. This trend signifies a modernization of the pub experience, incorporating new beverage trends like stout revival, alongside traditional offerings, creating a more inclusive and socially relevant pub environment for contemporary consumers.

Worldwide Social Trend (Global Beverage Trend):

• Name:  Cyclical Beverage Trends

• Detailed Description: The worldwide social trend of "Cyclical Beverage Trends" signifies a global pattern where beverage popularity and consumer preferences are increasingly cyclical, with established and even previously declining beverage categories experiencing unexpected revivals and surges in popularity, often driven by social media, nostalgia, and evolving consumer tastes. This trend reflects a dynamic and constantly shifting global beverage landscape where "what's old is new again."

Social Drive (Human Motivation Trend):

• Name:  Desire for Social Currency & Sensory Novelty

• Detailed Description: The underlying human drive behind these trends is the "Desire for Social Currency & Sensory Novelty." Consumers are fundamentally motivated by a dual desire to gain social currency and status by participating in trendy and "in" experiences, while also seeking out new and exciting sensory experiences. "Trendy Traditional Brews" and "Instagrammable Stouts" tap into this core human motivation by offering beverage options that are both socially relevant and visually and sensorily appealing, allowing consumers to enhance their social standing and indulge in novel sensory experiences.

Learnings for Brands to Use in 2025 (for Stout and Beer Brands):

• Social Media is a Powerful Marketing Tool:  Leverage social media platforms, especially visual platforms like Instagram and TikTok, to drive beverage trends and engage with younger consumers effectively.

• Virality Can Be Engineered and Amplified:  Understand and capitalize on viral trends, encouraging user-generated content and creating "Instagrammable" moments around beverage consumption.

• Heritage and Authenticity Still Resonate:  While trends are important, the underlying heritage and authenticity of traditional beverages like stout remain valuable assets that can be leveraged in marketing.

• Demographic Shifts Require Targeted Approaches:  Recognize and adapt to changing demographics, tailoring marketing messages and product innovation to appeal to younger and more diverse consumer groups.

• No-Alcohol Options Can Benefit Core Categories:  No-alcohol variants can play a strategic role in broadening the appeal of core alcoholic beverage categories and recruiting new consumer segments.

Strategy Recommendations for Brands to Follow in 2025 (for Stout and Beer Brands):

• Launch "Stout Trend Incubator" Campaigns: Create social media campaigns specifically designed to incubate and amplify stout-related trends, encouraging user-generated content, contests, and challenges around stout consumption.

• Develop "Instagrammable Stout Serves & Cocktails":  Innovate with visually appealing stout serves and cocktails, like variations on "baby Guinness" or uniquely garnished stout pints, designed for social media sharing and visual impact.

• Partner with Social Media Influencers & Celebrities:  Collaborate with relevant social media influencers and celebrities to endorse stout and promote stout-related trends, leveraging their reach and credibility to drive consumer adoption.

• Create "Stout Experience" Events & Pop-Ups:  Organize experiential events and pop-up bars centered around stout, offering unique stout tastings, food pairings, and "Instagrammable" photo opportunities to engage consumers directly.

• Invest in "Trend Monitoring & Rapid Response" Teams:  Establish dedicated teams to monitor social media trends and rapidly respond to emerging beverage trends, allowing brands to quickly adapt marketing strategies and product offerings to capitalize on evolving consumer preferences.

Final Sentence (Key Concept):

• The "Turning to the dark side: the surprising rise of stout" trend underscores that "Trendy Traditional Brews," particularly "Instagrammable Stouts," are driving unexpected growth in the beer market, requiring brands to prioritize "Desire for Social Currency & Sensory Novelty," navigate "Neo-Pub Culture," and capitalize on "Cyclical Beverage Trends" by strategically blending social media engagement, visual appeal, heritage marketing, and targeted innovation to create resonant and successful stout offerings.

What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:

Stout and beer brands should strategically capitalize on the "Stout Revival" trend in 2025 to achieve market growth, enhance brand relevance, and connect with new consumer segments by:

• Establishing a "Future of Stout Innovation Lab": Create a dedicated lab focused on anticipating future stout trends beyond current viral moments, researching emerging consumer preferences in beer and broader beverage categories, experimenting with cutting-edge brewing techniques and flavor innovations, and developing disruptive stout product concepts that will define the next wave of stout consumption and appeal.

• Developing "AI-Powered Social Trend Forecasting Tools":  Invest in developing AI-powered tools that analyze vast datasets of social media trends, consumer conversations, and beverage market data to identify emerging viral trends related to stout and predict future consumer preferences, leveraging machine learning to proactively adapt marketing strategies and product development pipelines to capitalize on evolving social dynamics.

• Launching a "Global Stout Culture & Heritage Preservation Initiative":  Create a social impact initiative focused on celebrating and preserving global stout culture and heritage, partnering with traditional pubs, breweries, and cultural organizations to promote stout history, brewing traditions, and the social role of stout in different cultures, fostering a sense of authenticity and cultural connection around the stout category.

• Partnering with "Digital Experience & Metaverse Companies":  Forge strategic partnerships with digital experience and metaverse companies to develop immersive and interactive stout experiences in virtual and augmented reality environments, creating virtual pub experiences, gamified stout tastings, and augmented reality packaging that brings stout stories and brand narratives to life in engaging digital formats for tech-savvy consumers.

• Building a "Global Stout Community & Curation Platform":  Develop a dedicated online platform and community hub for stout enthusiasts worldwide, aggregating user-generated content, expert reviews, brewery spotlights, and curated stout selections, providing a centralized destination for stout discovery, community engagement, and e-commerce opportunities, fostering a global community of stout lovers and driving brand loyalty.

Final Note:

• Core Trend: Stout Revival - Unexpected resurgence of stout popularity, driven by new demographics and social media.

• Core Strategy: Social Media Engagement & Trend Capitalization - Leverage virality, create "Instagrammable" moments, and engage with online communities.

• Core Industry Trend: Trendy Traditional Brews - Cyclical return to classic beverages, revitalized by modern marketing and social influence.

• Core Consumer Motivation: Desire for Social Currency & Sensory Novelty - Consumers seek trendy, socially relevant, and sensorily exciting beverage experiences.

Final Conclusion:

The "Stout Revival" trend presents a transformative opportunity for stout and beer brands in 2025. By strategically embracing "Trendy Traditional Brews," particularly "Instagrammable Stouts," prioritizing social media engagement, visual appeal, and heritage storytelling, and by actively catering to the fundamental "Desire for Social Currency & Sensory Novelty" human drive, stout and beer brands can effectively navigate "Neo-Pub Culture," and capitalize on "Cyclical Beverage Trends," ensuring continued growth, enhancing brand relevance, and fostering a vibrant future for stout in a dynamic and socially driven global beverage market.

Source: https://www.theiwsr.com/insight/turning-to-the-dark-side-the-surprising-rise-of-stout/