Independents muscle in on craze for the black stuff with dark beers that use same nitrogen process as Irish favourite

Famously, according to the advertising slogan anyway, Guinness is good for you. But for the past couple of years, Guinness has been practically inescapable.

Backed by its owner Diageo’s £2.7bn marketing war chest, the brand has shaken off its “old man” reputation, becoming a staple of gen Z pub culture, exploiting its Instagrammable colour scheme and social media trends such as the “splitting the G” drinking game.