“Guinness” and “alcohol-free” don’t usually go hand-in-hand, but that’s about to change. Global drinks company Diageo is launching a zero-alcohol version of Guinness in the UK and Ireland.
Guinness 0.0 will be sold in liquor stores and Waitrose and Morrisons supermarkets starting on Monday before being expanded to other retailers. Not that frequenting pubs right now is a thing anyway, but Guinness 0.0 won’t show up in bars until next spring.
The new concoction was developed by brewers at the St. James’s Gate site in Dublin, who used the 261-year-old recipe — they’ve just adjusted it to remove alcohol through cold filtration. Guiness 0.0 will have the same flavor and color, but it will contain no alcohol.
In a press release, Grainne Wafer, global brand director of Guinness, said, “This is an exceptional day for Guinness, as we finally reveal Guinness 0.0. The launch 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.”
The launch coincides with a trend in zero-alcohol alternatives to boozy drinks, The Guardian reported.