Diageo today announced the launch of Guinness 0.0, the first ever alcohol-free version of the iconic stout. The product is brewed at St. James’s Gate in Dublin, the Home of Guinness, and will be rolled out in Great Britain and Ireland.
From 26th October, Guinness 0.0 will be first sold in 440ml can 4-pack format in off-licences, supermarkets and online, followed in spring 2021 by the sale in pubs across Ireland and Great Britain. Later in 2021 the product will be also available in more markets throughout the world.
Guinness 0.0 was developed in a four-year process led by the technical and innovation teams at St. James’s Gate in order to keep the same characteristics as the original product, only without the alcohol.
To create Guinness 0.0 the stout is brewed exactly in the same way as with the original Guinness beer, using the same natural ingredients; water, barley, hops and yeast; before gently removing the alcohol through a cold filtration method. The cold filtration process allows the alcohol to be filtered out without presenting thermal stress to the beer, protecting the integrity of its taste and character. Afterwards, the beer is carefully blended to ensure the distinctive flavour profile and taste characteristics of Guinness.
Guinness 0.0 is also a low-calorie option for those choosing to moderate, with just 16 calories per 100ml. This means a standard can of alcohol-free Guinness 0.0 contains just 70 calories.
The original Guinness Irish Draught, which is the most popular stout, is brewed in 49 countries worldwide and sold in over 120. It is brewed using only four natural ingredients, water, barley (malted & roasted), hops and yeast.
The most Guinness is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. All Guinness consumed in Ireland and Great Britain is brewed at St. James’s Gate Brewery.
Commenting on the new alcohol-free version of Guinness, Gráinne Wafer, Global Brand Director, Guinness said: “This is an exceptional day for Guinness, as we finally reveal Guinness 0.0. 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.”
Aisling Ryan, Innovation Brewer at St James’s Gate said: “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!”