Guinness 0.0 sales grow by over 40% in 2025 in Irish pubs as consumer demand continues
Guinness 0.0 sales in the on-trade grew by 41% in 2025, driven by strong consumer demand across Ireland.
Guinness 0.0 is available in more than 4,000 pubs, restaurants and hotels across the island of Ireland, on draught, in cans and through micro-draught machines, giving consumers greater choice across a wider range of occasions. First introduced in Ireland in 2021, it has become one of the country’s leading non-alcoholic beer brands.
Building on a 47% increase in sales in 2024, Guinness 0.0 has sustained its strong growth trajectory in the on-trade, reflecting the growing role of non-alcoholic options within Ireland’s hospitality sector.
Conor Neiland, managing director of Diageo Ireland, said: “Guinness 0.0 is one of the clearest examples of how we are supporting changing consumer preferences while staying true to what makes Guinness distinctive. Growth of over 40% in pubs in 2025 is an important milestone. It shows that consumers want greater choice, but they are not prepared to compromise on quality, taste or experience.
Our continued investment in brewing, packaging, technology and quality across St James’s Gate, Littleconnell and our wider operations helps us meet that growing demand while supporting skilled jobs and reinforcing Ireland’s position as a centre of brewing excellence’’
Diageo’s almost €1 billion capital investment programme across the island of Ireland between 2020 and 2029, is driving progress across a number of strategic priorities for Diageo’s operations in Ireland, including:
Strengthening the production, packaging and sustainable infrastructure behind Guinness and Guinness 0.0.; providing €30 million investment in 0.0 production capacity at St James’s Gate, allowing the Dublin brewery to produce approximately 176 million pints of Guinness 0.0 a year, accounting for around 14 per cent of production there; and completing work at St James’s Gate and Diageo’s Belfast packaging site to help meet demand.
Guinness ranks as the top Irish brand for its perceived sustainability efforts across the environment, social, and governance pillars, scoring 4.0, 4.0, and 4.2 respectively
Across the wider packaging network, Belfast Packaging has packaged more than 17 million cases since production began in July 2021, reflecting the scale of demand for Guinness 0.0 and the importance of continued investment in production and packaging capacity.
Littleconnell Brewery in Newbridge, Co. Kildare, is another important part of that long-term commitment. Officially opened in May 2026, the state-of-the-art brewery represents an investment of almost €300 million. Built in under 18 months on a 40-acre site, it is powered by 100% renewable electricity and uses advanced brewing and process technologies designed to reduce energy and water use.
Supported by Enterprise Ireland, the project accommodated approximately 650 jobs during construction and has created more than 50 highly skilled permanent roles.
Diageo is planning a further approximate €400 million investment in Brewery 2 at Littleconnell over the next three years. Dedicated to Guinness and Guinness 0.0, the new facility will more than double total site capacity and support continued growth in Ireland and internationally. Littleconnell’s design is expected to avoid up to 15,000 tonnes of carbon emissions annually compared with a similar-scale facility.
