Guinness, the iconic Irish stout, has enjoyed a remarkable resurgence, becoming a staple for a new generation of pub-goers. However, a growing band of independent British brewers is now rising to the challenge, creating their own 'nitro' stouts with distinct, complex flavours aimed at offering a genuine alternative to the black stuff.
The Nitro Revolution: From Guinness to Craft
The nitro stout category, defined by beers infused with nitrogen gas to create a creamy texture and iconic cascading head, has long been dominated by Guinness. The brand, backed by owner Diageo's multi-billion pound marketing, saw its market share in UK pubs reach 17.5% in 2025, selling over 2 million pints daily. Its popularity even sparked rumours of shortages before Christmas 2024.
Yet, this very success has opened the door for smaller producers. Breweries such as Staffordshire's Titanic Brewery and London's Anspach & Hobday are leveraging the same nitrogenation process to launch their own dark beers. Their goal is not mere imitation but to provide a different taste experience for curious drinkers.
Brewing a London Legacy
Anspach & Hobday's co-founder, Jack Hobday, argues that many larger competitors have erred by trying to clone Guinness too closely. Instead, his brewery looked to London's own rich history with dark beers. The precursor to stout, porter, was named after the 18th-century London porters who drank it.
This heritage inspired their lockdown-era creation, London Black. Hobday claims it offers a punchier, more complex flavour than Guinness, with richer notes of coffee and dark chocolate. The bet paid off: London Black now accounts for 70% of the brewery's production, equating to roughly 500,000 litres annually.
"There's nothing better than having an Irish person coming to our taproom and saying they love London Black," says Hobday. "If you want a Guinness, have a Guinness – but we're not trying to be that." The scale difference remains vast, with Guinness producing around 1 billion litres globally each year.
A Growing Market for Dark Craft Beers
The trend extends beyond a single brewery. According to the Society of Independent Brewers (SIBA), 80% of its members now brew a stout or porter, surpassing those brewing lager. The value of 'craft stout' sold in pubs by SIBA members more than doubled last year.
Titanic Brewery, an early nitro adopter, has persevered despite the market giant. "Every time we'd gain a foothold... we'd find that Colin demands his pint of Guinness," says Managing Director Keith Bott. The brewery now serves its own True Stout in its pubs and has even nitrogenated its bestselling Plum Porter, which is now stocked by the Castle pub chain.
Other entrants include Siren Craft Brewery, which produces a Nitro Stout for Marks & Spencer, proving the style's move into the mainstream.
While Guinness's cultural and commercial power seems unassailable—with a rumoured £8 billion price tag in recent sale speculation—the landscape is shifting. Independent brewers are successfully expanding the category, offering drinkers more choice and convincing them to explore bolder, more challenging flavour profiles within the familiar creamy, dark pint.
