Guinness is No Longer King: The Rise of Nitro Stouts from Indie Brewers
In recent years, Guinness has dominated the market with its iconic "good for you" advertising campaign and unparalleled marketing muscle. The brand's £2.7 billion war chest has helped it shake off its "old man" image, becoming a staple of Gen Z pub culture and Instagrammable favourite among younger drinkers.
However, not everyone is content with simply mimicking the original recipe. Small, independent brewers are taking on Guinness, creating their own nitro stout versions that aim to provide an alternative for those looking beyond the familiar taste of Ireland's most famous export.
At Anspach & Hobday, a London-based brewery, co-founder Jack Hobday argues that many brands have been too focused on copying Guinness' recipe rather than putting their own unique spin on it. Instead, they're celebrating their local heritage and creating beers that showcase the diversity of British brewing traditions.
Take London Black, for example, which has gained a loyal following among beer enthusiasts with its punchier, more complex flavour profile. With 70% of production dedicated to this brew, Anspach & Hobday is proving that even the smallest brewers can make a big impact on the market.
But it's not just Anspach & Hobday leading the charge. Other indie breweries like Titanic and Siren Craft Brew are also taking notice of the growing demand for nitro stouts. With 80% of Siba members now brewing stouts or porters, and non-nitrogenated craft stout sales more than doubling last year, the tide is slowly turning in favour of the underdog brewers.
Even big players like Marks & Spencer have taken notice, with Berkshire's Siren Craft Brew launching its own nitro stout for the retailer. Titanic Brewery has also found success by taking Guinness off the menu at its pubs and serving its own True Stout instead, which has been picked up by Mitchells & Butlers' Castle chain.
So what's behind the rise of nitro stouts from indie brewers? According to Keith Bott, managing director of Titanic, it's all about giving consumers a choice. "It's an opportunity to try something that pours like Guinness but has a completely different flavour profile," he says. "We're not trying to replace Guinness; we're just offering a more challenging alternative."
As the market becomes increasingly saturated with big brands, the independent brewers are carving out their own niche. But it's not just about creating new beer styles – it's also about changing the way people drink and socialize.
Oisín Rogers, owner of The Devonshire in London's Piccadilly, believes that competition is less important than conviviality in today's anxious times. "People are craving shared experiences," he says. "Guinness has reappeared and completely taken over the sessionable booze market. Long may it keep going as a conversation starter and a point of interest for people – especially the younger ones, to keep talking to each other."
In recent years, Guinness has dominated the market with its iconic "good for you" advertising campaign and unparalleled marketing muscle. The brand's £2.7 billion war chest has helped it shake off its "old man" image, becoming a staple of Gen Z pub culture and Instagrammable favourite among younger drinkers.
However, not everyone is content with simply mimicking the original recipe. Small, independent brewers are taking on Guinness, creating their own nitro stout versions that aim to provide an alternative for those looking beyond the familiar taste of Ireland's most famous export.
At Anspach & Hobday, a London-based brewery, co-founder Jack Hobday argues that many brands have been too focused on copying Guinness' recipe rather than putting their own unique spin on it. Instead, they're celebrating their local heritage and creating beers that showcase the diversity of British brewing traditions.
Take London Black, for example, which has gained a loyal following among beer enthusiasts with its punchier, more complex flavour profile. With 70% of production dedicated to this brew, Anspach & Hobday is proving that even the smallest brewers can make a big impact on the market.
But it's not just Anspach & Hobday leading the charge. Other indie breweries like Titanic and Siren Craft Brew are also taking notice of the growing demand for nitro stouts. With 80% of Siba members now brewing stouts or porters, and non-nitrogenated craft stout sales more than doubling last year, the tide is slowly turning in favour of the underdog brewers.
Even big players like Marks & Spencer have taken notice, with Berkshire's Siren Craft Brew launching its own nitro stout for the retailer. Titanic Brewery has also found success by taking Guinness off the menu at its pubs and serving its own True Stout instead, which has been picked up by Mitchells & Butlers' Castle chain.
So what's behind the rise of nitro stouts from indie brewers? According to Keith Bott, managing director of Titanic, it's all about giving consumers a choice. "It's an opportunity to try something that pours like Guinness but has a completely different flavour profile," he says. "We're not trying to replace Guinness; we're just offering a more challenging alternative."
As the market becomes increasingly saturated with big brands, the independent brewers are carving out their own niche. But it's not just about creating new beer styles – it's also about changing the way people drink and socialize.
Oisín Rogers, owner of The Devonshire in London's Piccadilly, believes that competition is less important than conviviality in today's anxious times. "People are craving shared experiences," he says. "Guinness has reappeared and completely taken over the sessionable booze market. Long may it keep going as a conversation starter and a point of interest for people – especially the younger ones, to keep talking to each other."
I gotta correct you, mate - Guinness isn't actually getting old, it's just been around for ages! But, yeah, there's definitely a shift happening in the beer scene. These indie brewers are killing it with their unique takes on nitro stouts. Anspach & Hobday's London Black is a great example of that. It's not just about copying Guinness' recipe; it's about creating beers that showcase local heritage and brewing traditions. 
And, honestly, 70% of production dedicated to one brew? That's dedication! 
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. It's not just about drinking beer, it's about creating memories with friends and family. And let's be real, who doesn't love a good conversation starter? Guinness might still have its moments, but I think the indie brewers are giving them a run for their money 
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. Can't we just talk about what beers are actually good? Like, have you tried Anspach & Hobday's London Black? It's a game changer! The way they've put their own twist on the nitro stout formula is genius. And I love how these indie brewers are all about celebrating local heritage and not just copying someone else's recipe 
. The search function is broken, and I've spent like an hour trying to find that one thread where someone talked about their favorite IPA. Ugh! Get it together, guys 
. I mean, who says you can't have a good time trying something different from Guinness? 
The competition is great, but it's also about creating a convivial atmosphere where people can come together and enjoy a pint (or two) without the pressure of always ordering the same old thing 
