Diageo has announced the launch of alcohol-free Guinness 0.0.
Guinness 0.0 is a new non-alcoholic beer that boasts the same taste, perfectly balanced flavour and unique dark colour of Guinness, without the alcohol.
It will be rolled out in Great Britain from 26 October and available in 440ml can 4-pack format in off-licences and supermarkets. Initially launched in Waitrose and Morrison’s online and in store before rolling out to other retailers.
Guinness 0.0 is also being branded as 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.
Guinness global brand director Gráinne Wafer 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.”
Innovation brewer at St James’s Gate Aisling Ryan 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!”