As Dry January participants breathe a sigh of relief that it’s only a week to go before the end of the month, Guinness has announced that it is tapping into the growing non-alcoholic market with its Pure Brew lager.

Developed at Open Gate – Diageo’s experimental brewery at St James’s Gate in Dublin – Pure Brew lager will be rolled out to 250 pubs in the capital this month. The hope is that it will available nationwide from March, selling at €3.50 a bottle.

Pure Brew is said to be a hoppy lager with fruity aromas and a hint of citrus flavour. It is the result of 2 years of experimentation using a special yeast strain and is a fully-fermented beer. As such it’s taste is said to be comparable to regular beers. Non-alcoholic beers usually start off as full-strength beers with the alcohol eventually removed through evaporation, which can interfere with the flavour and character. According to Diageo, in a blind taste test, seven out of ten drinkers couldn’t tell that Pure Brew contained no alcohol. It’s alcohol by volume is just 0.5%.

Alcohol consumption in Ireland has fallen by 25% since 2005, according to figures compiled by the Alcohol Beverage Foundation of Ireland. The downward trend includes teen drinking, drinking at home and underage drinking. Guinness is looking to cash in on this growing consumer trend.

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