Owner Pádraig Brady told The Morning Advertiser (The MA) that the viral challenge created “a natural lift” in volumes as customers ordered repeated rounds to perfect the trend.
“If you and four friends try to split the G and you do not get it right the first or second time, before you know it you are three or four rounds of four pints in,” he said. “Consumption just went through the roof.”
The surge was amplified by industry wide supply fears in 2024. While several pubs ran short of stout, Mulligans “maintained 100% supply” due to strong wholesaler relationships. Combined, the two factors pushed volumes to “massive” levels for the venue.
Brady emphasised, however, that the trend was temporary. “These things are here today, gone in six months,” he said. “What matters is what remains after the spike.”
The Harp Guide
Mulligans was one of 35 pubs named in Guinness’s inaugural Harp Guide, which recognises best in class venues across the UK.
Brady said the accolade felt like the “Michelin star or Good Food Guide listing” for stout pouring and pub craft.
For him, the selection comes down to a single principle. “My whole view is to be consistent and to be consistently consistent,” he said. “Most businesses are consistently inconsistent. With Guinness, the five or six things you need to do must be done 101% of the time, not 99%.”
Mulligans has invested heavily to protect that standard during peak trading. The pub owns all its own cellar equipment including nine remote coolers, far beyond the typical two or three found in a comparable venue.
Consistency
“It is completely over-specced,” Brady admitted. “But it allows us to stay consistent when it is flat out. If the temperature in the ice bank rises even two degrees during busy periods, you get big heads. Guinness is bought with the eyes. It has to look right.”
Mulligans operates on a premium price point but Brady said value is delivered through investment in service, staffing, security and live music.
“Our music bill is not far off £10,000 a week,” he said. “All our staff are paid over and above minimum wage. We charge a premium because we want to offer a premium.”
Live music is central to the offer and plays a key role in extending dwell time. The pub works with around 50 acts through GigPig, ensuring “seasoned musicians who can read the room” and adjust sets mid show.
“When you walk out the door, we want you saying what a great night,” he said.
If the atmosphere is fantastic, you are not bothered about the price of the pint.
Brady
Looking ahead
Despite strong demand, staffing remains the biggest operational challenge.
“Even the best staff in hospitality are often passing through,” Brady said. “You might get nine or twelve months. To be consistent, you need a core team.”
To counter this, Mulligans runs mandatory monthly training focused on the Guinness serve and service discipline.
Brady summarised the pub’s formula as the “4G” approach. “Great Guinness, great service, great live music, great atmosphere,” he said. “That is the Holy Grail.”
