The UK government has drawn criticism from the hospitality and brewing sectors after posting a St Patrick’s Day message on social media celebrating the extension of the alcohol duty freeze. Shared by HM Treasury on platform X (formerly Twitter), the post included an image of a pint of stout with the words “Alcohol Duty Frozen,” alongside the caption: “Happy St Patrick’s Day. Thanks to the alcohol duty freeze being extended to 1 Feb 2025, you can now ‘split the G’ with no extra duty being charged.”

The phrase “split the G” is a reference to the tradition of drinking a pint of Guinness until the beer level aligns with the G in the Guinness logo on the glass. The Treasury’s attempt at beer-related humour, however, fell flat with industry professionals, many of whom described it as tone deaf and out of touch with the realities facing hospitality venues.

Sector calls out government for ‘cringe’ and ‘delusional’ messaging

Beer writer Eoghan Walsh was among the first to publicly criticise the post, calling it “the worst cringe imaginable.” His reaction was echoed across the sector, with bar owners, brewers, and publicans joining in to express frustration and disbelief.

Alex Reilley, co-founder of Loungers and Cosy Club, shared the post with a profane retort, while Oisin Rogers, landlord of The Devonshire in Soho, slammed the reference to “splitting the G” as “dreadful.” He added: “‘Splitting the G’ is the worst thing that’s ever been invented. It’s for amateur drinkers who have no idea what they’re doing or what they’re talking about.”

Others in the industry were equally unimpressed. Many pointed out that freezing a tax is not the same as cutting it, and that the extension announced in the Spring Budget only delays the impact of rising costs rather than resolving them. “A frozen tax increase is still a tax increase, only delayed,” one commenter wrote. “Do you think the hospitality industry only works on a one-year model?”

Alcohol duty freeze dismissed as a temporary fix

The alcohol duty freeze, which was extended in Chancellor Jeremy Hunt’s Spring Budget earlier this month, will remain in place until February 2025. While the government framed the measure as supportive of consumers and businesses, critics argue it’s a temporary move that doesn’t address long-term pressures on pubs and breweries.

Some respondents highlighted the contradiction in the government’s approach: “Another one of those things that the Tories slapped extra tax and costs onto, then freeze it and say, ‘look what we’ve done for you.’”

Steve Dunkley, head brewer at Beer Nouveau, added to the backlash by questioning the messaging behind the post. “Split the G? Surely this isn’t the government encouraging reckless drinking? You don’t have to down half a pint on your first sip, folks!”

Industry frustration underscores wider concerns

The strong reaction from the sector points to broader tensions between the UK government and the hospitality industry. With businesses still grappling with inflation, staffing shortages, and energy costs, the Treasury’s light-hearted take on beer duty struck many as disconnected from the real challenges they face.

Although the alcohol duty freeze may offer some relief in the short term, many industry leaders believe it falls far short of the sustained support needed to help venues recover and grow. As one publican put it, “This kind of messaging just shows how little they understand the pressures we’re under.”

In a sector already stretched thin, a social media post intended to celebrate savings may have only served to highlight how far there is still to go.