ALCOHOL-FREE GUINNESS

The beer, which was made at Guinness’ St James Gate brewery in Dublin

Alcohol-Free

Source:thedrinksbusiness.comEdith Hancock

Guinness’ St James Gate brewery in Dublin

It is a de-alcoholised beer, where the alcohol is removed through a cold filtration method.

Most mainstream beers are either cold filtered to remove the yeast and bacteria, or heat pasteurised to kill all yeast and bacteria. Cold filtration allows the alcohol to be filtered out “without presenting thermal stress to the beer, protecting the integrity of its taste and character”, according to a spokesperson for Diageo, which owns the Guinness brewery.

Guinness 0.0 will be available at Beyond Spirits later in 2021.

The launch comes after months of rumours that Diageo was in the process of fine-tuning an alcohol-free Guinness recipe. Diageo’s global head of innovation, Michael Ward, revealed plans for a non-alcoholic stout during a media event last July outlining some of the company’s plans for new products. 

Months later, leaked photos seen by the drinks business appeared to show a packaging design prototype for Guinness 0.0.

Non-alcoholic and low ABV beers have become increasingly popular over the past decade, with big brewers like Heineken and Carlsberg launching alcohol-free versions of their own flagship beer labels and seeing sales rise as a result. 

Belgian brewer AB InBev launched a low ABV alternative to Stella Artois earlier this year, and has also pledged that low and no-alcohol products will make up 20% of the companies entire drinks portfolio by 2025.

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