A four-year process led by Guinness’ Dublin-based technical and innovation teams has culminated in the release of the new non-alcoholic pour which boasts just 16 calories per 100ml – meaning that a standard can of alcohol-free Guinness 0.0 contains 70 calories.
Guinness 0.0 is produced using the same method employed throughout it's historic alcoholic counterpart's 261-year history, using the same natural ingredients – water, barley, hops and yeast – before removing the alcohol through a cold filtration method, which allows the alcohol to be filtered out without putting the beer under thermal stress.
Launching across Great Britain from 26 October, Guinness 0.0 will be on sale in 440ml can four-pack format in off-licences and supermarkets before being made available in pubs across Ireland and Great Britain from Spring 2021.
“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,” Gráinne Wafer, Guinness’ global brand director said.
“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.”
Aisling Ryan, innovation brewer at St James’s Gate added: “Guinness has always had an unwavering commitment to quality and our entire brewing team is hugely proud of the care and effort that has been put into the four-year development process for Guinness 0.0.
“We have created a taste experience that we believe is truly unrivalled in the world of non-alcoholic beer and we can’t wait for people to finally be able to try it.”
In the 12 months to 22 February 2020, year-on-year volume and value sales of Guinness in the Great British on-trade grew by 4.5% and 7.7% respectively, becoming the UK’s only top five beer brand to increase its volume sales for the period.
If all of the additional pints sold were averaged out across Guinness’ 71,108 on-trade stockists in Great Britain, it would equate to an additional 127 pints sold per outlet for the period and £507 more in each till based on the average £3.99 price of a pint.