Guinness has jumped on the low & no bandwagon.
The Diageo brand has created a new 0.0% version of its core brew.
Guinness 0.0 is billed as boasting “the same beautifully smooth taste, perfectly balanced flavour and unique dark colour of Guinness”, with Diageo touting it as the result of four years of development.
The beer is brewed as normal before going through cold filtration, which removed the alcohol “without presenting thermal stress to the beer”, according the brand. It said this protected “the integrity of its taste and character”.
Guinness global brand director Gráinne Wafer said the NPD “highlights our long-held commitment to innovation, experimentation, and bravery in brewing, harnessing the power of our brewers and our ingredients”.
Each can contains approximately 70 calories.
The brew will roll into Waitrose and Morrisons next week in 400ml cans, ahead of a wider rollout across the on and off-trade next spring (rsp: £3.50 - £4.50/4x440ml).
Willam Reed – the publisher of The Grocer – has launched an exhibition exclusively for the low and non-alcoholic drinks sector. For more information visit low2nobev.com