Diageo has implemented another price increase on its popular draught beers today, marking the fourth such increase in just two years. The price hike affects several well-known brands including Guinness, Harp, Smithwicks, and Hophouse 13.

The base price increase amounts to six cents per pint (excluding VAT) for most products, while Guinness 0.0 sees a slightly higher increase of nine cents per pint. When VAT, duty, and pub margins are factored in, consumers could face up to 30 cents more per pint at the bar. This means Guinness could now cost over €6 in many pubs across Ireland, with Dublin prices potentially exceeding €7.
The Vintners’ Federation of Ireland has expressed serious concern about the price increase, describing it as “a blow to an industry already on its knees.” Pat Crotty, Vintners’ CEO, highlighted the multiple challenges facing publicans, including rising energy costs, increased wages, and various government-imposed charges.
Diageo defended the price increase, citing rising operational costs across their Irish operations. A company spokesperson stated that the price adjustment was necessary to maintain a sustainable business in Ireland. This news comes as Diageo recently dismissed rumors about selling the Guinness brand, stating they have “no intention” to do so.
According to The Journal, the price increase particularly impacts Ireland’s pub industry, which is already grappling with various economic pressures. Many publicans will likely have no choice but to pass these additional costs on to their customers, potentially affecting consumer behavior and pub attendance in an already challenging market environment.