Guinness has introduced Guinness 0.0 - a new non-alcoholic beer in Ireland and the UK, Diageo said in a press release.
The beer will be rolled out in the UK from 26 October onwards in 440ml cans in a 4-pack format in off-licences and supermarkets.
It will be sold in Waitrose and Morrisons, both in-store and online, Diageo added.
From the spring of 2021, the beverage will be available in pubs across Ireland and Great Britain.
The spirits giant also plans to sell the product in more markets across the world later next year.
Bravery In Brewing
Guinness global brand director, Gráinne Wafer, commented, "The launch of Guinness 0.0 highlights our long-held commitment to innovation, experimentation, and bravery in brewing, harnessing the power of our brewers and our ingredients, to create an alcohol-free beer that is 100% Guinness but 0% alcohol.
"We know people want to be able to enjoy a Guinness when they choose not to drink alcohol without compromising on taste, and with Guinness 0.0 we believe they will be able to do exactly that."
The Production Process
The beverage, brewed at the St James’s Gate brewery, uses the same natural ingredients as its alcoholic counterpart.
The production process involves a cold filtration method to filter the alcohol from the beer without impacting its original taste and flavour.
The brewers then carefully blend and balance the drink to ensure the distinctive flavour profile and taste characteristics of Guinness.
The drink features the same dark, ruby red liquid and creamy head, with hints of chocolate and coffee smoothly balanced with bitter, sweet and roasted notes.
Taste tests conducted by an independent panel found that Guinness 0.0 ‘exceeded expectations’ and described it as ‘outstanding’, Diageo added citing Nielsen Product Advisor.
'An Unwavering Commitment To Quality'
Innovation brewer at Guinness's St James’s Gate brewery, Aisling Ryan, added, "Guinness has always had an unwavering commitment to quality and our entire brewing team is hugely proud of the care and effort that has been put into the four-year development process for Guinness 0.0.
"We have created a taste experience that we believe is truly unrivalled in the world of non-alcoholic beer and we can’t wait for people to finally be able to try it!"
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.