Diageo has announced the launch of Guinness 0.0, a non-alcoholic version of the iconic stout, into the Irish market.
Guinness 0.0 first appeared in the UK market in late 2020, however the product was recalled following concerns of microbiolgical contamination in some cans. A planned Irish launch was subsequently postponed.
The rollout delay was necessary to allow the drinks maker the install a new filtration process as well as additional quality assurance measures on the Guinness 0.0 production lines.
Guinness 0.0 wil now be available to purchase in pubs from mid-July. The launch in pubs around Ireland will be made possible thanks to another world-first innovation – Guinness MicroDraught. Non-alcoholic beers such as Guinness 0.0 cannot be poured via traditional beer lines and keg systems in pubs, however this new technology makes it possible.
The St James’s Gate brewers start by brewing Guinness exactly as they always have, using water, barley, hops, and yeast; before gently removing the alcohol through a cold filtration method. The cold filtration process 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.
This freshly brewed Guinness 0.0 is then packaged and delivered to pubs around Ireland in a unique “keg so small it comes in a can”. The final step involves local bar staff slotting this can into the Guinness MicroDraught unit and pouring a serve of Guinness 0.0.
The MicroDraught unit uses an air pump – as opposed to the gas cylinder used in the traditional system – to push the liquid out of the can and through the standard Guinness Draught spout. The result is a two-part pour with the visual surge and settle, just without the alcohol.
Alan McAleenan, Marketing Director, Guinness Ireland, said: ”Guinness has always maintained the upmost commitment to quality. We are 100% confident that consumers’ expectations of our quality standards will be met with our new non-alcoholic Guinness 0.0. We are 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.”
Guinness 0.0 will be available in pubs across Ireland from mid-July 2021 and will be available in 500 ml can format in off-licences and supermarkets from end of August at a RRP of €6.00 for a 4 pack. More markets throughout the world will follow later in 2021.