Guinness 0.0 is now available across the On Trade

GUINNESS 0.0 is now available to serve in UK pubs, bars and restaurants from 538ml cans.

Since its launch last year, Guinness 0.0 has become the fastest growing non-alcoholic beer in the Off Trade.

The brewers at St. James’s Gate claim that it is their ‘biggest innovation in over 30 years’ – and are now recommending that bars serve it straight from an ice-cold can, promising that this will ‘effortlessly present customers with the perfect pour every time’.

Guinness 0.0 is brewed in the same way as the classic product, but the alcohol is then removed through a cold filtration process. The resulting product is described as ‘unmistakably Guinness’, featuring the same dark, ruby red liquid and creamy head, hints of chocolate and coffee, balanced with bitter, sweet and roasted notes.

Head of Guinness GB, Neil Shah, said: “We know that the No and Low category presents a huge opportunity for the On Trade, so we’re excited to launch Guinness 0.0 in pubs, bars and restaurants across GB. With some consumers opting to go alcohol-free at their favourite venues, we’re delighted that they can enjoy the unmistakable Guinness taste, just without the alcohol.”

Guinness 0.0 was initially launched in a limited number of supermarkets in October 2020. As a precautionary measure, Diageo then undertook a voluntary recall of the brand after production tests identified the possible contamination of some batches.

Following a thorough investigation across all aspects of the production process, Diageo identified a process failure and has since put in place ‘additional measures and controls throughout the production process to ensure product quality’.