Guinness 0.0 is the new non-alcoholic beer that keeps the famous Guinness stout flavor intact. The non-alcoholic beer from the brewers at St. James’s Gate boasts the smooth taste, balanced flavor and unique dark color that Guinness proudly produces, without the alcohol.
The journey to launching Guinness 0.0 came from four years of research and innovation led by the team at the Home of Guinness.
“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 percent Guinness but 0 percent alcohol,” said Gráinne Wafer, global brand director at Guinness, in a statement.
The beer includes natural ingredients such as water, barley, hops and yeast. The drink then goes through a cold filtration process that filters out the alcohol without exposing the beverage to thermal stress. Brewers then blend and balance the flavors to ensure that the flavor profile and taste of Guinness is not affected.
“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!” said Aisling Ryan, innovation brewer at St James’s Gate, in the same statement.
In addition to the Guinness beer becoming non-alcoholic, it is also low in calories for those choosing to be health-conscious. The drink is 16 calories per 100 ml, which means a regular-sized can of alcohol-free Guinness 0.0 contains 70 calories.
According to Nielsen, domestic beer sales dropped 4.6 percent between October 2018 and October 2019. Meanwhile, the global non-alcoholic beer market is expected to grow and reach $5.91 billion by 2023.
Companies such as Anheuser-Busch InBev, Molson Coors, Carlsberg, Budweiser and more have already entered the non-alcoholic beer industry. Research shows that consumers — both men and women — between the ages of 19 and 34, want better beverage options that cater to a balanced and healthy lifestyle. Between 2013 and 2018, the sales of non-alcoholic beer increased by 50 percent and the category grew 12 percent in total volume.
Guinness 0.0 is available to purchase from Waitrose and Morrison’s online and in-store from October 26. It will also be available in pubs across Ireland and Great Britain from the spring of 2021 and will be available in more countries around the world later that year.
“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,” said Wafer.