Sales of Murphy's in the UK jump 632% on back of Guinness shortage

Dutch brewer Heineken said sales of Murphys in the UK increased steadily throughout 2024 and was up 176% overall on the previous year

The demand for Murphy's rose by 632% in December with with price hikes and supply problems from Guinness driving sales. Picture: David Parry/PA Media Assignments

Demand for Murphy's in the UK skyrocketed over the Christmas period as supply issues with Guinness boosted sales of the Cork-founded drink. 

Sales figures released by Heineken, who produce the Cork-founded stout, showed that demand for Murphy's rose by 632% in December, with price hikes and supply problems from Guinness-maker Diageo helping smaller rivals establish themselves in the UK markets. 

The Dutch brewer reported "overwhelming demand" for the drink, adding that its skyrocketing popularity over Christmas was part of a greater trend, with sales increasing month-on-month over the course of 2024. 

According to the brewer, sales of Murphy's rose by 176% overall in the on-trade, with a further increase of 236% in the independent free trade.

With Diageo limiting the supply of the popular stout over the festive period, customers turned to smaller competitors, many of whom spent 2024 trying to grow their market presence in the UK.

In addition, continued price hikes from Diageo also helped smaller rivals, with some UK pub owners intentionally pushing lesser-known alternatives in retaliation to Guinness-maker's rising prices. 

Demand 'not slowing down'

“These outstanding sales figures go to show demand for stout among UK pub-goers is in no way slowing down, while an increasing number are eager to discover stouts outside beyond the market leader," said a spokesperson for Murphy's UK.

The brewer added that it was "no surprise" that interest in Murphy’s is surging, given its taste and authentic Irish heritage, adding that it is now stocking in more pubs across the UK than ever before.

In a bid to further increase the stout's success in the UK, Heineken has launched a new 'Map O'Murphy's,' outlining all the places in the UK selling the Cork beverage. 

Stout sales grew 12% in Britain in 2023, and have risen every month since November 2021, which has been driven by Guinness, according to the British Beer and Pub Association. 

The UK is the world's largest market for stout, worth $971m in 2023, according to drinks market research firm IWSR.

The data comes as Diageo announced even further price hikes to its brands, which are due to come into effect at the end of the month.

When Vat, duty and other factors are taken into account, it is expected the price of a pint in a pub will increase by 20-30c, with the latest hike marking fourth such price rise from the maker of Guinness, Carlsberg, Hop House and Rockshore.