Marketing

Guinness 0.0 for July launch

Guinness has announced the Irish launch of alcohol-free Guinness 0.0.

 

Guinness 0.0 will be available for Irish consumers to purchase and enjoy in pubs from mid-July.

Guinness 0.0 will be available for Irish consumers to purchase and enjoy in pubs from mid-July.

Initially scheduled to launch here in Ireland in November last year, the launch of Guinness 0.0 went ahead in the UK at the end of October but had to be withdrawn from the market there and delayed “as a precautionary measure” due to a microbiological contamination “which may make some cans of Guinness 0.0 unsafe to consume,” said the company in a short statement at the time.

“Since this precautionary recall our teams have been working to introduce a new filtration process and additional quality assurance measures through the production process,” stated St James’s Gate.

Alan McAleenan, Marketing Director at Guinness Ireland, added, ”We’re 100% confident that consumers’ expectations of our quality standards will be met with our new non-alcoholic Guinness 0.0″.

The launch of Guinness 0.0 in pubs around Ireland will be made possible thanks to another world-first innovation from the Guinness team – Guinness MicroDraught.

Non-alcoholic beers such as Guinness 0.0 cannot be poured via traditional beer lines and keg systems however this new cutting-edge technology finally makes it possible, states the brewer.

“We’re delighted to bring Guinness MicroDraught, another world-first innovation from Guinness, to pubs around Ireland, meaning that Irish consumers will now have the chance to enjoy a beautiful, non-alcoholic Guinness 0.0 whether in-pub or at-home, this Summer,” he said.

 

Brewing 0.0

The St James’s Gate brewers start by brewing Guinness exactly as they’ve always done before gently removing the alcohol through a cold filtration method.

This allows the alcohol to be filtered out without presenting thermal stress to the beer, protecting the integrity of its taste and character. The brewers then carefully blend and balance the flavours to ensure the distinctive flavour profile and taste characteristics of Guinness.

The product will then be packaged and delivered to the on-trade around Ireland in a unique “keg so small it comes in a can”.

The final step involves local bar-staff simply slotting this can into the Guinness MicroDraught unit and pouring it out.

The secret to how the MicroDraught unit produces the Guinness 0.0 pour is the world-first patent-pending double coaxial piercing of the can.

It uses an air pump – as opposed to the traditional gas cylinder – to push the liquid out of the can and through the standard Guinness Draught spout. The result is a two-part pour with the familiar iconic surge and settle.

 

Availability

Guinness 0.0 will be available in pubs across Ireland from mid-July and will be available in 500 ml can format in off-licences and supermarkets from the end of August.

It will be rolled out to global markets beginning this Summer.

 

From left: At Peggy Kelly’s Pub in Harold’s Cross, Dublin, Dairine Clinton, General Manager at Peggy Kelly’s and Deborah Maher, Sales Manager at Diageo Ireland, celebrate the announcement of the launch ‘Guinness 0.0’.

From left: At Peggy Kelly’s Pub in Harold’s Cross, Dublin, are Dairine Clinton, General Manager at Peggy Kelly’s and Deborah Maher, Sales Manager at Diageo Ireland, celebrating the announcement of the launch ‘Guinness 0.0’.

 

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