Guinness, the iconic and world-leading stout, welcomes the return of Guinness 0.0 in Great Britain this month. Available in a 4x440ml can format, Guinness 0.0 will be on-shelf in select Morrisons and Co-op stores this week – rolling out across other retailers and wholesalers later this month and to the on-trade from September. The launch will also be supported with a consumer marketing campaign, including a brand-new TV advert.
With sales in the low and no category now worth £150m RSV in the UK off-trade[1], Guinness 0.0 taps into the increasing demand for high-quality and great tasting no and low alcohol options. Guinness 0.0 is the alcohol-free beer from the brewers at St. James’s Gate. Boasting the beautifully smooth taste, perfectly balanced flavour and unique dark colour that Guinness is known for, the brewers start by brewing Guinness 0.0 in the same way they always have. The alcohol is then removed through a cold filtration process that ensures the iconic, much-loved character of Guinness is maintained and nothing is compromised.
The resulting product is unmistakably Guinness, featuring the same dark, ruby red liquid and creamy head, hints of chocolate and coffee, smoothly balanced with bitter, sweet and roasted notes. For those choosing not to drink alcohol, Guinness 0.0 is also a low-calorie option with just 17 calories per 100ml. This means a standard can of alcohol-free Guinness 0.0 contains less than 75 calories – but with the iconic flavour that you know from a regular pint.
Neil Shah, Head of Guinness GB said: “We are incredibly pleased to have Guinness 0.0 back on shelves and in pubs and have put in place additional quality assurance measures to make sure this really is the best alcohol-free Guinness possible. So, even if you choose not to drink an alcoholic drink, you can still enjoy an iconic pint of Guinness without the alcohol. We firmly believe we have created a taste experience truly unrivalled in the world of alcohol-free beer and can’t wait for people to try it.”
Guinness 0.0 continues to be distributed across markets globally this year and rolled out into the GB on-trade later this year, alongside Guinness’ brand new MicroDraught on-tap technology – utilising a “’keg’ so small, it comes in a can”. While the Guinness used is brewed in exactly the same way, instead of kegging it in traditional, larger kegs for use in a standard bar set-up, Guinness Draught beer is delivered in unique cans, which are simply slotted into the Guinness MicroDraught unit and poured for a beautiful serve of Guinness in a pint glass, every time.
[1] Nielsen UK Total No & Low Category Sales, 52 week, w.e 05.09.20
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