Sales of Diageo’s Guinness 0.0 have overtaken those of the original stout on online grocer Ocado, marking a symbolic milestone for the growing no- and low-alcohol segment in the United Kingdom. According to GB News, 53% of all Guinness deliveries handled by Ocado now consist of the zero-alcohol version, underscoring how consumer habits—particularly among younger generations—are shifting toward moderation and mindful drinking.
Introduced in 2020, Guinness 0.0 has quickly become a success for Diageo, generating close to GBP 50 million (USD 63 million) in annual sales, according to the retailer’s estimates. “We’ve seen an uplift in no- and low-alcohol drinks for a while now as consumers become more mindful of their consumption,” said Shauna Clark Fitzpatrick, Ocado’s drinks buyer. However, the reported figures apply to Ocado’s e-commerce channel only and do not necessarily reflect nationwide or on-trade performance.
The trend aligns with a broader global movement. As CNBC reported earlier, industry tracker IWSR projects that non-alcoholic beer will surpass ale as the world’s second-largest beer category by volume in 2025, growing about 8% annually through 2029. Meanwhile, traditional ale is expected to decline 2% per year. Non-alcoholic beer’s worldwide retail sales reached roughly USD 17 billion in 2023, with Germany, Spain, and Japan leading consumption.
Major brewers such as Diageo, Heineken, and AB InBev have all launched zero-proof variants over the past five years, improving flavor and availability to meet rising demand. With Generation Z embracing “sober-curious” and “damp lifestyle” trends, and millennials representing the largest share of no-alcohol drinkers, the balance in the global beer industry continues to tilt toward moderation.
