Diageo gives Guinness 0.0 a €30m boost

The Guinness owner has announced a €30m investment in the production of its alcohol-free stout at St. James’s Gate in Dublin.

Diageo’s investment into Guinness 0.0 will now total €60m in the three years since its launch.

The alcohol-free alternative has experienced an almost 50% increase in sales between the end of February 2023 and the end of February 2024, according to Food Manufacture.

Aidan Crowe, beer operations director, Diageo, said: “It will allow us to double out capacity for Guinness 0.0 and meet the ever-growing demand from consumers as they move towards moderation and look for more choice.”

He added: “St. James’s Gate is the global hub of Guinness 0.0 production for markets around the world, and this investment goes a long way in supporting that work and continues the legacy of true innovation here in Dublin.”

The new commitment is the latest step in Diageo’s drive to promote Guinness 0.0. In September the drinks giant extended its UK on-trade trials with the non-alcoholic stout, making it available on draught at more pubs and in football grounds across Great Britain.

The roll-out follows a successful trial of Guinness 0.0 in Ireland, the company said.

Diageo previously offered Guinness fans in Britain a taste of the alcohol-free stout during a three-day trial at The George in 2023. Guinness 0.0 is now available at The Devonshire in London’s Soho for £6.35 a pint.

It said more pubs are “embracing the growing trend towards moderation” in a statement shared with db. The expanded trial on draught “marks a momentous moment for on-trade expansion in the UK”, the company said.

“Guinness’s commitment to quality means they will be running small scale trials at pubs over the coming months, with the aim to expand into more outlets before Christmas,” Diageo added.

The Drinks Business