Off-trade

Guinness to launch ‘Guinness Zero’

Guinness has today announced the launch of Guinness 0.0, "the Guinness with everything, except alcohol". 

 

 

Guinness 0.0 will be rolled out in Great Britain and Ireland in 500 ml can format in off-licences and supermarkets from November 2020.

Guinness 0.0 will be rolled out in Great Britain and Ireland in 500 ml can format in off-licences and supermarkets from November 2020.

The new non-alcoholic beer from St James’s Gate boasts “the same beautifully smooth taste, perfectly balanced flavour and unique dark colour of Guinness, without the alcohol”.

A commitment to retaining the distinct character and taste of Guinness was central to the four year process that led to today’s announcement and it was led by the technical and innovation teams at St James’s Gate.

To create Guinness 0.0 Guinness is brewed exactly as it always has been, using the same natural ingredients comprising water, barley, hops and yeast.

The alcohol is then gently removed through a cold filtration process. This allows the alcohol to be filtered out without 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 launch of Guinness 0.0 highlights our long-held commitment to innovation, experimentation and bravery in brewing, harnessing the power of our brewers and our ingredients to create an alcohol-free beer that’s 100% Guinness but 0% alcohol,” said Guinness Global Brand Director Gráinne Wafer, “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.”

Aisling Ryan, Innovation Brewer at St James’s Gate, added, “We’ve created a taste experience that we believe is truly unrivalled in the world of non-alcoholic beer”.

Guinness 0.0 is also a low-calorie option for those choosing to moderate, with only 16 calories per 100ml. This means a standard can of alcohol-free Guinness 0.0 contains just 80 calories.

Guinness Zero, brewed at St James’s Gate, will be rolled out in Great Britain and Ireland in 500 ml can format in off-licences and supermarkets from November 2020 at a RRP of €6 for a 4-pack and will be available in pubs across Ireland and Great Britain from Spring 2021 with distribution extending to other markets worldwide later in 2021.

#Guinness00

See www.guinness.com for further information.

 

 

 

 

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