Diagio has announced its Irish launch of the new, alcohol-free stout, Guinness 0.0 will be available in Irish pubs from mid-July. The “Guinness with everything, except alcohol” will be available to buy in supermarkets and off-licenses from the end of August.
The new beverage claims to have the same “beautifully smooth taste, perfectly balanced flavour, and unique dark colour of Guinness, without the alcohol”. The non-alcoholic drink was initially launched towards the end of 2020 but incurred delays, due to a precautionary measure.
With consumer’s health and safety the company’s number one priority, Guinness’ teams have been working to introduce a new filtration process. This new system adds additional quality assurance measures through the production process, while keeping the same, great taste.
The same, natural ingredients which brewers use in Guinness original, is used in its 0.0 version before gently removing the alcohol through a cold filtration method. According to the company, this process allows alcohol to be filtered out, without presenting thermal stress to the beer. Preventing this thermal stress protects the integrity of the taste and character of the classic drink, before blending the balance of added flavours.
Of the end product, it says it is a stout that is “unmistakably Guinness, featuring the same dark, ruby red liquid and creamy head, hints of chocolate and coffee, smoothly balanced with bitter, sweet, and roasted notes”.
Guinness 0.0 contains 16 calories per 100ml, meaning a standard can of alcohol-free Guinness 0.0 roughly contains 80 calories. Taste tests by an independent panel found the drink “exceeded expectations” and was applauded for its “outstanding” taste.
Alan McAleenan, Marketing Director, Guinness Ireland said the company “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 the company, 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.”
The launch of the drink in Irish pubs has been made possible thanks to the world-first innovation, Guinness MicroDraught. The invention claims it can pour non-alcoholic beers via traditional beer lines and keg systems in pubs, without any cross-contamination.
The company has said the new product is to be delivered to pubs in a unique “keg so small it comes in a can”. The miniature keg-can is then slotted into the MicroDraught unit, which serves Guinness 0.0 via a traditional two-part pour. The drink will be available in pubs across Ireland from mid-July, and will be sold in 500 ml can format in off-licences and supermarkets from the end of August, at a RRP of €6.00 for a four-pack.
Meanwhile, PJ Gallagher and Jim McCabe have revealed that Guinness will produce over 5 million extra pints at St. James’ Gate every week ahead of the highly anticipated re-opening of pubs and bars across the Republic of Ireland. Read more on the exciting news, here.