26 Oct 2020 Guiness 0.0 launches in Great Britain
The global drinks company Diageo is to further raise the stakes in the burgeoning low- and no-alcohol drinks sector by launching a booze-free version of Guinness in Britain and Ireland.
It has taken the Diageo brand around four years to develop the new launch from its St James’s Gate Brewery in Dublin. The new launch is ‘unmistakably Guinness’ with the same dark ruby red liquid and creamy head as its 4% ABV traditional counterpart.
Guinness 0.0 goes on sale in 4 x 440ml can packs in off-licences, and Waitrose and Morrisons supermarkets, before being rolled out to other retailers.
But pubgoers will have to wait until next spring to enjoy the new version of the popular Irish stout on draft, while it will be launched in other parts of the world later in 2021.
Guinness 0.0 is brewed in the same way as traditional Guinness, before removing the alcohol through a cold filtration method: ‘allowing the alcohol to be filtered out without presenting thermal stress to the beer, protecting the integrity of its taste and character. The brewers then carefully blend and balance the flavors to ensure the distinctive flavour profile and taste characteristics of Guinness’.
The new launch uses the colour blue – which has become synonymous with alcohol-free products – on its packaging.
Guinness 0.0 also acts as a lower calorie option: coming in at 16 calories per 100ml and 70 calories for a 440ml can.
‘Bravery in brewing’
Gráinne Wafer, Global Brand Director, Guinness said: “The launch of Guinness 0.0 highlights our long-held commitment to innovation, experimentation, and bravery in brewing, harnessing the power of our brewers and our ingredients, to create an alcohol-free beer that is 100% Guinness but 0% alcohol.
“We know people want to be able to enjoy a Guinness when they choose not to drink alcohol without compromising on taste, and with Guinness 0.0 we believe they will be able to do exactly that.”
Guinness joins the likes of other big brands that now offer an alcohol-free version of their brands: such as Heineken and Heineken 0.0; Budweiser and Budweiser Zero; and Carlsberg and Carlsberg 0.0.