Tuesday saw record numbers of Australians raising a glass of Guinness to celebrate St Patrick’s Day.
The stout, previously considered a classic ‘old man’s drink’, has now become Australia’s favourite dark beer, rising in popularity year on year.
Guinness was first established in 1759 and is now the most popular stout across the globe.
Its official Australian distributor, Lion, ensured over 1.2 million litres were available for the festivities held across the nation this year.
Guinness is an integral part of St Patrick’s Day celebrations, and with its rising popularity is on track to sell over 23.5 million litres in Australia this year, an increase of 7 million from 2025.
Data shows that while there has been a strong increase of 18- to 34-year-olds (now nearly thirty per cent) choosing the brew, women are the largest demographic of new consumers, with nearly one million new women trying Guinness over the last year.
This turns marketing on its head, as previously women were targeted primarily with low kilojoule or colourful cocktail options.
Last year, Victoria was the biggest consumer of Guinness, serving 5.1 million litres, with New South Wales hot on its tail at 4.9 million litres.
Brand Director at Lion – Craft & Premium Beer, Amy Hiscock, said there has always been a loyal following of Guinness, but it’s currently reaching more Australians than it has previously.
“Gen Z and women [are] driving a lot of its extraordinary momentum,” Hiscock stated.
“The Guinness love is building year after year, and St Patrick’s Day is the ultimate celebration of that.”
