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The long-reigning champion of Irish dry stout is facing a stunning challenge. New Untappd-based rankings reveal that an English craft brewer now dominates the style traditionally owned by Guinness. In fact, The Kernel Brewery (London) claimed 17 of the top 26 highest-rated Irish-style stouts. For perspective, Guinness Draught - with nearly a million ratings on Untappd - now averages around 3.77 out of 5. By contrast, Kernel’s artisan stouts (like “Brown Stout London 1812” at 3.91) consistently score in the high 3s. In other words, craft brewers’ smaller-batch stouts are outscoring the global icon on consumer rating sites. This shift isn’t just academic: it signals a change in expectations around taste, quality, and innovation in a style once monopolized by Guinness.
Guinness built its legend on consistency and marketing flair - its ads (“Good things come to those who wait,” “Guinness is good for you”) have entranced drinkers for decades. As a brand, it still enjoys massive reach (one London pub sells 70% of its pints in Guinness). But in the consumer eye, loyalty is no longer automatic. Smaller craft breweries - unencumbered by tradition - have been tweaking the stout formula with surprising success. London’s Kernel, for example, balanced respect for old-school recipes with new nitro techniques. Its founder reports a 34% jump in dark beer production in 2025 (vs 2024), driven largely by a new nitro stout. Such innovation has propelled Kernel’s ratings skyward.
For brand stewards, this means legacy image isn’t enough. A storied name like Guinness must defend its position on fresh terms: continued high-quality taste and novel extensions. Guinness has indeed responded with innovations (e.g. Guinness 0.0% and special barrel-aged variants), but the rating data suggests drinkers are rewarding perceived quality and excitement over mere heritage. In today’s market, a brand that rests on its laurels - serving the exact same stout while rivals improve their offerings - risks ceding favor. As one expert notes, “if pubs are forced to pour Guinness like any other keg, it loses its dispense advantage” (highlighting that even Guinness’s edge can vanish without perfect handling). This underscores that modern consumers judge stout by flavor and pour as much as by name.
This trend has immediate implications for pubs and bars, especially during big beer-centric events like the Six Nations. Traditionally an Irish stout (Guinness) is almost synonymous with rugby matches, but savvy pubs are rethinking the playbook. Globally, operators can capitalize on stout’s boom by diversifying their taps. In the UK, for example, stout sales jumped 43% from 2019-2024 as drinkers embraced darker beers. At a Six Nations viewing, a pub can offer a stout flight: include Guinness for the faithful, plus high-rated craft stouts from England (or even local brewers) as talking points. The Instagram-friendly look of a thick, creamy head itself draws in fans - and putting eye-catching craft stouts on the menu can grab social media buzz.
Operationally, the focus must be on perfect delivery. Stout is only as good as the pour: nitrogen pressure, line cleanliness, glassware - every detail affects the mouthfeel and head. Industry insiders warn that “darker beers and a thick creamy head… ‘look great on a table in a pub’ and entice other customers”. In practice, this means pubs should invest in quality dispense equipment (like Transam’s recommended beer lines and regulators) and rigorous maintenance. During a packed Six Nations night, when first impressions count, even shortfalls in foam quality or pour speed can sour the experience. In short, pubs should treat stout with the same care as champagne - drawing attention to its smoothness and visual appeal.
Today’s stout drinkers prize smoothness and drinkability. Despite its dark image, a Guinness at 4.2% ABV is relatively light - and new brews push this even lower. For instance, BrewDog’s 4.1% Black Heart stout recently became the UK’s #2 stout by consumption, capturing share from Guinness. These lower-ABV stouts fit the modern palate: they deliver rich roasted flavor without overwhelming strength. Marketers should note that consumers feel stout is a premium choice - one brewery director observes that for cost-conscious drinkers, “a pint of stout can feel more premium than a standard lager.”. The thick head and full body create a sense of luxury, making even a lighter (3.5-4%) stout seem indulgent.
This has two takeaways. First, recipe innovation matters: tweaking ABV and ingredients (e.g. nitro, coffee or chocolate malts, light lactose additions) can win over savvy drinkers. Second, positioning should emphasize that premium mouthfeel. Marketing messages might highlight “velvety smooth” or “a creamy texture that stands out on social media” - reflecting the very qualities that drive modern stout popularity.
For legacy brands like Guinness, the challenge is balancing heritage loyalty with a demand for quality. Consumers still love Guinness’s story, but they expect the experience to live up to it. Tying into events (like Six Nations campaigns) will always activate die-hard fans, but missing the mark on taste or serve quality could erode trust. This is the innovation-vs-consistency dilemma: Guinness should continue its consistent branding, yet also find ways to excite (limited releases, collaborations) so loyal customers feel their next Guinness might surprise them.
In contrast, new brewers can lean heavily on innovation. Kernel’s success shows that small brands can outflank giants by perfecting a niche: its founders note their nitro stouts are “quite an obvious evolution” of classic stout. Craft marketers should tout their technical edge (fresh specialty malts, novel yeast strains, or unique carbonations). Meanwhile, Guinness’s marketers must reinforce that even with countless kegs on tap, the pint they pour is as flawless as any craft draught - a promise that should be communicated through quality control and messaging about serve standards.
Ultimately, the ratings gap sends a clear lesson: brand loyalty can win initial sales, but long-term allegiance depends on perceived quality. One pub landlord put it bluntly: “If I know I’m going to sell 13 kegs of Guinness, I’m going to put it on”. But that safety net can shrink if drinkers discover alternatives that taste better or feel more premium. To stay ahead, legacy brands must sustain unwavering quality, even as they play to their strengths (millions sold, cultural cachet). Craft brands, meanwhile, should keep innovating - but also seize moments (sporting events, social media trends) where their smooth, stylish pours can win converts.
Finally, industry experts emphasize that how stout is handled on its way to the glass is critical. In practice, this means proper draft equipment and hygiene. According to brewing-pipe specialists, even tiny impurities or incorrect gas mixes can dull a stout’s flavor. A crisp head is essential - after all, research shows that a thick, creamy head is a key part of stout’s sensory appeal. Transam Extrusions (makers of brewery hoses and fittings) note that maintaining the ideal temperature (34-38°F for stout) and using the correct nitrogen blend keeps the beer’s aroma locked in. In short, beer handling is as important as the recipe itself. As one expert summarizes, a stout can only win hearts if it reaches the consumer exactly as intended - velvety, effervescent, and flavorful.
In the end, the Untappd rankings are a wake-up call: the style once defined by Guinness is now a battleground. Brand leaders must blend innovation with their heritage in order to reign supreme. Careful attention to serve quality and consumer preferences (smoothness, sessionability, visual appeal) will be the game-changers. By embracing these lessons - on six-nation matchdays and every other day of the year - both pubs and brewers can tap into stout’s newfound momentum and keep drinkers raising their glasses with satisfaction.
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