I promised you more detail on Whitbread's Stouts in the 1930's and here it is. A breakdown of Whitbread Porter and Stout output by type. And details of their sales of Bass and Guinness.
It's unfortunate that I don't have individual figures for Bass and Guinness. It would be nice to see if the proportion of the sales of those two varied as well. For the period where I do have them (ending in 1916), it was 75% Guinness and 25% Bass. Anyway, here are the figures I do have:
You'll notice that LS (London Stout) has sales at least double those of Guinness and Bass combined for every single year. The meteoric rise of Mackeson (MS) is striking. In just the third year it was brewed at Chiswell Street, it was second only to London Stout.
The figures demonstrate the long, slow decline of established beers like Porter and London Stout and the move to sweeter Milk Stout like Mackeson. These trends continued in the 1940's and 1950's, with the disappearance of Porter and Mackeson becoming the main Stout. But these were lengthy processes which took decades to play out. Not sudden changes brought about by events like WW I.
Happy Thanksgiving - May you all enjoy good food, company, and of course, beer this fine Thanksgiving Day. I intend to go indulge in all three. See you next week--
1 hour ago