Guinness launching non-alcoholic version of the famous black stuff

Andrew Cummings
October 25, 2020

Guinness drinkers tend to be a tough bunch to please, and whether the alcohol-free version comes anywhere close to the real thing remains to be seen, but the move is part of a wider trend in the drinks industry to create non-alcoholic versions of their products as younger generations either cut down or turn their back on alcohol entirely.

"We knew from the start we didn't want to put the beer under any thermal stress or to heat treat it to remove the alcohol".

Guinness 0.0 is described as having "the same beautifully smooth taste, perfectly balanced flavour and unique dark colour" but without the alcohol.

In the 12 months to 22 February 2020, year-on-year volume and value sales of Guinness in the Great British on-trade grew by 4.5% and 7.7% respectively, becoming the UK's only top five beer brand to increase its volume sales for the period.

Guinness previously produced a nonalcoholic lager in Ireland and a nonalcoholic malt-based beer in Indonesia, MarketWatch reported. The process ultimately protects the beer's taste and character so that its flavor profile mimics that of a traditional Guinness.

Guinness said the feedback from independent taste tests has been a lot better than expected.

"The launch highlights our long-held commitment to innovation, experimentation, and bravery in brewing, harnessing the power of our brewers and hand-picked ingredients to create an alcohol-free beer that is 100% Guinness but 0% alcohol". It already has listings with Waitrose and Morrison's online, and it will roll out to other retailers shortly. With that said ... we have to note that Guinness is hardly the most flavorful Irish stout on the market in the first place, and that an even drier version would probably struggle to taste like anything at all.

The GUINNESS Company was established in 1759, when Arthur Guinness signed a 9,000-year lease on St. James's Gate Brewery in Dublin. The company said the process involved brewing traditional Guinness beer, using the same ingredients, which include water, barley, hops, and yeast. The most Guinness is sold in Great Britain, Ireland, USA, Nigeria and Cameroon.

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

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