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It is black matter, but not as we know it. Diageo is launching a non-alcoholic version of Guinness, which it says is only as good as the product customers have enjoyed in the past.
Guinness 0.0 is launched after a four-year development process led by the engineering and innovations teams at St James’s Gate in Dublin. Its makers claim that it looks and tastes just like a regular pint, with alcohol as the only thing missing.
The alcohol-free version is made with the same ingredients but with a cold filtration process that is used to filter the alcohol.
The claim that “Guinness is good for you” may have been widely discredited, but its creators certainly hope that they can at least claim that it is not so bad for you. The company notes that the non-alcoholic version contains only 16 calories per 100ml, which means that a standard can contains 70 total calories.
Without obligation
“We know that people want to be able to enjoy a Guinness when they choose not to drink alcohol without compromising taste, and with Guinness 0.0 we believe they will be able to do exactly that,” said Gráinne Wafer, Global Brand Director.
Guinness 0.0 will be available starting next week in supermarkets, with plans underway to make it available in bars as well in early 2021.
This is not the first time Guinness has sought to reduce the amount of alcohol in its products.
Guinness introduced its first non-alcoholic craft beer called Pure Brew in Ireland in 2018. A year earlier it launched Guinness Zero in Indonesia. He was also behind Kaliber, a lager beer that was released in 1986.
Guinness Light, which while not totally alcohol-free, was a lighter stout introduced by the company in the 1970s that turned out to be a massive flop. However, with alcohol consumption declining in recent years, especially among young people, Guinness hopes its new product will not suffer the same fate.
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