Drinks giant Diageo has announced the imminent release of Guinness 0.0. The new alcohol-free version is the result of a four-year-long project by the experts at St James’ Gate in Dublin, where the stout has been brewed for over 260 years.
Alcohol-free Guinness was initially launched last October, but its release was short-lived. Cans were recalled just one month later as a precautionary measure after a ‘microbiological contamination’ was detected, meaning that some cans were unsafe to consume.
Following an assessment by the Food Standards Agency, Diageo has now resumed production of Guinness 0.0, with the drink expected to hit the shelves very soon.
It is made in exactly the same way as the original, using the same natural ingredients of barley, hops, yeast, and water, before the alcohol is removed using a cold filtration method.
According to Diageo, the new drink “boasts the same beautifully smooth taste, perfectly balanced flavour and unique dark colour of Guinness.”
Gráinne Wafer, Global Brand Director at Guinness, said that the launch of the alcohol-free product is “an exceptional day” for the company.
“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 has followed in the footsteps of many other brewers who are expanding their no- and low-alcohol offerings, in part to appeal to Generation Z.
The volume of sales of no- and low-alcohol drinks is due to grow 10% a year in the US and 6.6% in the UK between 2020 and 2024, according to drinks analytics group IWSR.
However, some reports still suggest that drinking levels in Ireland remain high despite the closure of bars and pubs during 2020, with more people choosing to drink at home instead.
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Image Source: guinness.com