Famous drink that's 250 years old experiences surprising new boom

Guinness has been around for 250 years, but industry heads are saying 'The Black Stuff' is experiencing a major comeback. 

"It was an old man's drink sitting in the corner," publican Brian O'Keeffe said.

"Now it's boys, it's girls, it's men, it's women, it's young, it's old, it doesn't really matter."

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According to Dan Murphy's, sales on single Guinness cans have jumped 563 per cent over the last year, and the overall brand has experienced a growth of 22.7 per cent.

"Guinness is having a real moment. It's absolutely going off like a frog in a sock," Australian Hotels Association's Chris Gatfield said.

"The British and Irish Lions tour probably played a small part, but the big thing is the sort of social and cultural phenomenon of splitting the G."

Social media has run rampant with TikTokers posting themselves 'Splitting the G'.

The challenge is to get the lower line of foam to sit in the middle of the 'G' on the glass in one big gulp. 

Even Netflix has jumped on the Guinness bandwagon, releasing the House of Guinness series last year, from the creators of the wildly successful Peaky Blinders.

"For a brand that's been around forever, that everybody knows that's been marketed to death, is nothing short of extraordinary," Gatfield said.