Guinness 0.0 made available on draught in 1,000 Irish pubs
Diageo has expanded the reach of Guinness 0.0 on draught to 1,000 venues across the Republic of Ireland in time for Christmas.
The drinks giant confirmed this week that the expansion follows its successful trial of Guinness 0.0 in keg format through traditional beer lines and has stated its intention to make the non-alcoholic stout available on draught into 2,000 outlets by the end of 2024.
The news follows the roll out of Guinness 0.0 becoming more widely available on draught in pubs across Ireland from mid-July after having been sold in cans in Irish bars up until this year.
Back in the summer, Diageo revealed plans to increase Guinness 0.0 production by almost 300% following a €25 million (US$27.2m) investment into its St. James’s Gate site.
According to Diageo, the non-alcoholic Guinness variant’s growth reflects consumer demand for high quality, non-alcoholic draught beers.
Diageo confirmed that with dispense via both the traditional keg format and the MicroDraught system, Guinness 0.0 is now available in almost half of all pubs across Ireland since it was launched two years ago.
Today, almost 5% of Guinness brewed at St James’s Gate is now Guinness 0.0. The beer is brewed in the exact same way as Guinness before the alcohol is removed through a cold filtration process.
Diageo Ireland managing director Barry O’Sullivan, said: “Guinness 0.0 has become Diageo’s biggest non-alcoholic brand and we’re proud that it’s all brewed here at the iconic St James’s Gate site in the heart of Dublin 8. More and more Irish consumers are choosing to moderate their drinking but they don’t want to compromise on taste or quality. The increased availability of Guinness 0.0 on draught serves those consumers and supports a thriving and inclusive hospitality sector in Ireland.”
Speaking about the availability of Guinness 0.0 on draught Niall Lawless, the owner of Mary Mac’s and Paddy Cullen’s in Ballsbridge, added: “We’re delighted to have Guinness 0.0 on draught, it’s one of our most popular non-alcoholic drinks and a great tasting alternative. I’d imagine it will continue to grow in popularity and bring in new customers looking to socialise with family and friends while soaking up the great atmosphere in the pub.”