Drinks
‘Split the G’ TikTok Trend Is Driving a Guinness Sales Surge
After double-digit growth for an eighth consecutive half, can social media maintain the brewery’s momentum?
The Wetherspoon pub chain sells 25 million pints of Guinness a year.
Photograph: David Webb
It’s midday on a Friday, and Oisin Rogers, co-founder of the Devonshire, is watching a familiar scene: a group of customers are standing outside his lauded Soho pub, Guinness foam round their mouths after their first gulps, holding their pint glasses up to eye level to determine which one of them has secured the bragging rights for most accurately “splitting the G.”
“I probably see it about 120 times a day,” Rogers says matter-of-factly about the viral drinking game taking over UK pubs. “They’ll be in for another round shortly.”