Guinness is introducing Guinness 0.0, the Guinness with everything except alcohol, following a four-year development process. Launching in the UK today, Guinness 0.0 will be available in off-licenses and supermarkets before rolling out to other British retailers. It will be available in pubs across the UK and Ireland from spring 2021 and available in global markets later in 2021.

The move comes as the “sober curious” trend gathers pace in the beverage arena as more individuals opt to lower their alcohol intake or remove it altogether. As Millennials and Gen Z consumers explore a lifestyle less influenced by alcohol, beverage companies are targeting these audiences with NPD. 

“Guinness knows that for those that choose to drink, alcohol can be part of a balanced lifestyle. However, social occasions are becoming increasingly diverse to cater for those who choose not to drink alcohol as well as those who do. We put the consumer at the heart of our business and the launch of Guinness 0.0 allows us to provide consumer choice for different occasions,” a company spokesperson tells FoodIngredientsFirst.

“Guinness 0.0 will be available in Ireland and Great Britain. Further markets will launch Guinness 0.0 in 2021, so watch this space.”
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