Guinness gains popularity in US with viral trends, Irish cultural resurgence

Guinness, traditionally linked to Irish pubs, is now a favorite among younger Americans, thanks to viral challenges and lighter appeal. It is one of the fastest-growing imported beers in the country.

Post-pandemic, its lighter profile—4.2% alcohol and 125 calories per 12 ounces—has attracted drinkers seeking alternatives to heavy craft beers. Sales of Guinness have surged, particularly in cities like New York, Chicago and Boston.

The resurgence has improved the quality of US pours as demand for authentic Guinness experiences grows. It has become a staple in diverse venues, from Mexican restaurants to natural wine bars.

The “splitting the ‘G’” trend, in which drinkers aim to align the foam line with the “G” on branded glasses, has taken social media by storm. Celebrities like Jason Momoa, Ed Sheeran, and the Jonas Brothers have amplified it, and searches for it peaked in November.

Sales are up 63% at some pubs, with owners customizing branded glasses to capitalize on the trend.

Irish cultural icons like Paul Mescal and Sally Rooney have also boosted the drink’s appeal, alongside strategic marketing campaigns debunking the myth that Guinness is a “meal in a glass.”