From 8 September 2025, Aldi is rolling out Mulligan’s Stout in the 4x440ml in stores across the UK.
With each four-pack retailing at £4.99, the new beer is set to be 13% cheaper than a similarly sized Guinness multipack from Sainsbury’s, which is sold for £5.75.
Guinness has surged in popularity in recent times, with demand for the Irish stout even leading to shortages in the run up to Christmas last year.
According to Aldi, Mulligan’s has received positive reviews from the public when trialled in select regions across the country.
One person, who taste tested Aldi’s product against Guinness, said: “That’s fantastic, what a beer. It’s rich, it’s creamy, good mouth feel, roasted Malt coming through. For me, the Mulligan’s wins.”
They added: “The Aldi beer is beautiful.”
Others shared a similar perspective on the new launch, which will be accompanied by Aldi’s Specially Selected Chocolate Stout (500ml). Retailing at £1.79 and set to launch alongside Mulligan’s on 8 September, the chocolate stout follows the success of Aldi’s Specially Selected Coffee Stout, which was crowned ‘Best in the Country’ at the World Beer Awards this year.
Reacting to the launch, ESA Retail managing director James Keleher pointed to previous examples of Aldi closely mimicking popular products such as its “Brewdog inspired IPA and its Colin the caterpillar inspired Cuthbert cake”.
“It is perhaps not surprising that they have chosen to dive into the Stout market, as since the pandemic, Guinness sales in the off trade have been in growth, which peaked at 4% in late 2024 to such an extent that availability issues were widely reported,” continued Keleher.
“It is however worth noting that more recently the sales trend for standard Guinness have been in volume and value decline, and whilst Diageo has pointed to a pause in promotional activity, the average pre promotional price in the big four has also increased by approximately 10% in the past year.
“Based upon price alone, a new value entrant may well stand a good chance of grabbing share, although Guinness is an iconic brand with loyal customers, so it may not be quite that simple.
“One to watch for sure, and it will also be interesting to see if Aldi follow up with a non-alcoholic stout, as this is a portion of the market where Guinness has seen great success via it’s 0.0 variant.”
Earlier this year, Aldi lost a legal dispute with Thatcher’s Cider after it was ruled that the retailer infringed the brand’s trade mark.
Aldi is now the fourth largest grocery retailer by market share in Britain according to the latest Kantar figures having recently overtaken Morrisons. It now only trails Tesco, Sainsbury’s and Asda.
