St. Patrick’s Day may be months away, but Ireland’s most iconic beer, Guinness, is having a moment.
If you frequent certain corners of the internet, the jet-black beer seems to be everywhere right now. That’s thanks to a viral trend, called “splittin’ the ‘G,’” that sees drinkers gulping a Guinness with the goal of landing the foam line in the middle of the “G” on a branded pint glass on the first try. Celebrities such as Ed Sheeran, John Cena and the Jonas Brothers have gotten in on the trend, with their chug videos amassing hundreds of thousands of views.
But it’s not just a brush with fame that has led to the beer’s recent resurgence. Synonymous with old Irish pubs and old Irish men, Guinness has grown in popularity with a younger, beer-drinking crowd tired of the craft brew trend of the past several years. In the U.S., it has become the country’s fastest-growing imported beer, based on bar, restaurant and brewery sales over the past year. Globally, Guinness reported five per cent in net growth in sales volume for 2024, up from one per cent the year prior. Canadian statistics are harder to come by, but in a country where more than 15 per cent of the population claim Irish ancestry, it’s safe to say the Great White North is Guinness country.
Frequenters of Whistler’s Irish pub, the Dubh Linn Gate, certainly punch above their weight when it comes to consuming the beloved stout. The pub has been known to pour more Guinness than any other bar in Western Canada, and on St. Patrick’s Day, it’s not unusual for the Dubh to go through more than 20 kegs of the stuff in a single day.
Even the pub’s name owes itself to the iconic beer. “Dubh Linn” literally translates to “black pool,” referencing the dark pool of water that lies beneath the heart of Dublin. Located near St. James Gate Brewery, where the beer originates, these waters are said to have inspired Arthur Guinness’ perfect pint since 1759.
Viral drinking challenges, savvy marketing, and an Irish pop culture renaissance have all conspired to introduce the dark stout to new drinkers. An ad campaign featuring NFL legend Joe Montana focused on ditching Guinness’ reputation as a “meal in a glass.” Irish celebrities like Gladiator II star Paul Mescal and best-selling author Sally Rooney are adding to Ireland’s cool factor, which has in turn benefited Guinness and other cultural products from the Emerald Isle. This year’s Whistler Film Festival, which just wrapped this weekend, put its own spotlight on Irish cinema, naming Ireland as its country of focus for 2024 with a slate of programming and screenings.
Guinness acolytes are known for being particular in how they like their pint poured. True disciples know the only way to enjoy a Guinness is poured into a 20-ounce imperial pint glass, as is customary in Ireland, and increasingly pubs on this side of the pond are following suit. There are even Instagram accounts like New York State of Pint that rate each glass of Guinness they come across, based on a variety of criteria, from appearance and temperature to glassware.
You certainly can’t accuse the barkeeps at Whistler’s Irish pub of not knowing how to pour a proper pint. Just don’t go in expecting any green beer—even on St. Patrick’s Day.
“Green beer is [a] travesty,” declared Dubh Linn manager Diane Rothdram in a 2022 interview with Pique. “It’s not done in Ireland so it’s not done here: If you want to Irishify your beer, have a Guinness.”
Sage advice!
