"Guinness 0.0" - the Guinness with everything except alcohol

Cornelia Mascio
Ottobre 25, 2020

The Irish brewer, owned by Diageo PLC, said Guinness 0.0 is a response to a growing consumer appetite for non-alcohol, lower-calorie beverages.

The production process involves a cold filtration method to filter the alcohol from the beer without impacting its original taste and flavour.

The new drink comes with the slogan "The Guinness with everything, except alcohol", and claims to boast the same "beautifully smooth taste, perfectly balanced flavour, and unique dark colour of Guinness, without the alcohol".

Guinness developed the nonalcoholic beer over four years at its St. James Gate facility in Dublin, Ireland.

Whether you're giving up alcohol for Lockdown 2.0, gave it up years ago but miss the taste of the Black Stuff, don't feel like dealing with a hangover or are simply curious to see if the alcohol-free version is as good as they say, you can try cans of the new product later this year in Ireland and the UK. A year earlier, it introduced Guinness Zero in Indonesia. The brewers then carefully blend and balance the flavors to ensure the distinctive flavor profile and taste characteristics of Guinness'.

Guinness insists the feedback from independent taste tests has exceeded expectations. Calling it "an exceptional day for Guinness", an executive said the brewer has created "an alcohol-free beer that is 100% Guinness but 0% alcohol".

Guinness 0.0 is being brewed at St. James's Gate and will be rolled out in Great Britain and Ireland on October 26.

The brand will launch across the United Kingdom off-trade from Monday, with initial listings at Waitrose and Morrisons.

Guinness 0.0 will be available on draft from the pubs in the new year, and will be rolled out across the globe later in 2021.

Nearly a century later, the brewer has finally produced a truly health-focused beer after launching a non-alcoholic version of the black stuff in an attempt to woo sober millennials. Brewed using four natural ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout.

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

The spirits giant also plans to sell the product in more markets across the world later next year.

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