Guinness to launch alcohol-free Guinness 0.0 in the United Kingdom this month

Darnell Taylor
October 25, 2020

Guinness drinkers tend to be a tough bunch to please, and whether the alcohol-free version comes anywhere close to the real thing remains to be seen, but the move is part of a wider trend in the drinks industry to create non-alcoholic versions of their products as younger generations either cut down or turn their back on alcohol entirely.

The only variation is that the brewers separated the alcohol content through a cold filtration process.

Guinness 0.0 is a new non-alcoholic beer from the brewers at St James's Gate that boasts the same beautifully smooth taste, perfectly balanced flavour and unique dark colour of Guinness, without the alcohol.

The beverage, brewed at the St James's Gate brewery, uses the same natural ingredients as its alcoholic counterpart.

"It's not easy when you take away the alcohol to be left with a beer that has the quality we deem essential at Guinness".

The journey to launching Guinness 0.0 has drawn on Guinness's proud 261-year history of innovation and brewing brilliance dating from 1759.

Guinness 0.0 also acts as a lower calorie option: coming in at 16 calories per 100ml and 70 calories for a 440ml can. Next, brewers blend and balance the flavors to mimic the taste and texture of a traditional Guinness with creamy hints of chocolate and coffee, balanced with bitter, sweet and roasted notes.

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"We know that people want to enjoy Guinness when they don't drink alcohol without compromising on taste, and with Guinness 0.0 we believe they can", said Gráinne Wafer, Global Brand Director.

Guinness insists the feedback from independent taste tests has exceeded expectations.

"The early stages of the brewing process mirror those of standard Guinness, with the same main ingredients used â€" water, barley, hops and yeast.

The new beer will be rolled out in Great Britain and Ireland and will be available in 500 ml can format in off-licences and supermarkets from November 2020 for around €6 for a four-pack.

It will be sold in Waitrose and Morrisons, both in-store and online, Diageo added.

Guinness announced a 0.0, non-alcoholic version of its famous stout, will go on sale in the United Kingdom and Ireland on Monday at select retailers, and it will go on sale elsewhere including pubs in the spring.

Beyond Spirits aims to become the world's largest alcohol-free spirits marketplace where major alcohol-free spirits and beer brands will be available today; Beyond Spirits is Arkay Beverages' official distributor for the USA and Canada. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).

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