Women boost sales of the ‘Black Stuff’ as Guinness cashes in on cool [Video]

Women are drinking more Guinness than ever before as the surge in its popularity shows no sign of abating, writes Leah Montebello.

Announcing its full-year results, Guinness maker Diageo said 27pc more women were drinking the ‘Black Stuff’ compared to last year.

It comes as celebrities such as reality TV star Kim Kardashian and pop stars Olivia Rodrigo and Beyonce continue to bolster the drink’s ‘cool’ reputation after posting pictures sipping pints.

Diageo’s UK boss Nuno Teles said Diageo’s UK business was boosted by a “golden year of Guinness” and major sports sponsorships, including the Six Nations rugby and Premier League football.

That pushed overall sales in the UK up 5pc in the year.

But global sales at Diageo – which also makes Smirnoff, Johnnie Walker and Tanqueray – declined for the first time since 2020.

Sales hit €18.75bn for the year to the end of June, down 1.4pc from the twelve months before.

The group …