Some UK pubs are facing Guinness shortages over the Christmas season due to a surge in the drink's popularity.

Newstalk’s Business Editor Joe Lynam told Newstalk Breakfast that after 250 years, the UK has finally realised that Guinness is trendy.

According to reporting by The London Times, the drinks giant Diageo – which owns Guinness and manages supply across the country – has placed ‘allocation limits’ on the number of kegs pubs can receive.

One pub company even reportedly warned their managers that “quantities may be limited through the festive season”.

'Guinnfluencers'

So-called ‘Guinnfluencers’ have supposedly played large a part in driving this increased demand – particularly among women, according to Mr Lynam.

“There's this new thing that they're trying to get women to drink more – and they I don't know whether Diageo pays these Guinfluencers - but there's been a huge surge in demand throughout the month of November,” he said.

“They're going to have to limit supply - amazingly - to some pubs through the Christmas rush.”

Three pints of Guinness, 2-3-16. Image: Sergio Azenha / Alamy

Mr Lynam said the trend of ‘splitting the G’ also seems to have made its way to the UK.

“Basically, people like to drink the Guinness, with the first gulp or something, down to halfway between he top of the G and the small of the G [on a Guinness pint glass],” he said.

Mr Lynam said the Autumn International rugby matches have also contributed to this surge in demand.

“Either way, there's been a surge in demand in the UK, helped by the Autumn Internationals, of course –and now they're going to ration Guinness.

“Who would have thought?”

Diageo has been contacted from comment.

Main image: A barman pouring a pint of Guinness. Picture by: Holger Burmeister / Alamy Stock Photo