Diageo is launching a new alcohol-free variant of its flagship Guinness beer in Great Britain later this month, following a four-year development process.
The brand says Guinness 0.0 “boasts the same beautifully smooth taste, perfectly balanced flavour and unique dark colour of Guinness, without the alcohol”. The new drink is also a low-calorie option with 70 calories per 440ml can.
To create Guinness 0.0, the St James’s Gate brewers use the same natural ingredients (water, barley, hops and yeast) before removing the alcohol through a cold filtration method. The brand says the process avoids “thermal stress” to the stout, thus retaining the distinct character and taste of Guinness.
Gráinne Wafer, global brand director at 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 0.0 will be available in a four-pack format to purchase in off-licences and supermarkets in Great Britain. From spring 2021, the drink will be available in pubs across Ireland and Great Britain, with a further roll out across international markets planned for later in 2021.
In 2018, Guinness’s Open Gate Brewery in Dublin – the brand’s main innovation hub – created a ‘full-flavoured’ non-alcoholic lager called Pure Brew.
© FoodBev Media Ltd 2020
World Dairy Innovation Awards – DEADLINE EXTENDED!
The awards celebrate excellence and innovation across the global dairy industry.
Don’t miss out on having your innovations recognised on a global scale.
Entry deadline 7 May – enter now!