Guinness Launches Guinness 0.0 'With Everything, Except Alcohol'
Guinness today announced the Irish launch of Guinness 0.0 – the Guinness with everything, except alcohol.
Guinness 0.0 is the non-alcoholic beer from the brewers at St. James’s Gate that boasts the same beautifully smooth taste, perfectly balanced flavour and unique dark colour of Guinness, without the alcohol, the brewer said.
Guinness 0.0 will be available for Irish consumers to purchase and enjoy in pubs from mid-July with Guinness 0.0 in can available to purchase from supermarkets and off-licenses from the end of August.
While initially scheduled to launch in Ireland in late 2020, the introduction of Guinness 0.0 was delayed as a precautionary measure at the end of last year, it added.
'At Guinness, our consumers’ health and safety is always our number one priority and since this precautionary recall, our teams have been working to introduce a new filtration process and additional quality assurance measures through the production process,' the company said.
The brewer noted the launch of Guinness 0.0 in pubs around Ireland will be made possible thanks to another world-first innovation from the team at Guinness – Guinness MicroDraught.
Non-alcoholic beers such as Guinness 0.0 cannot be poured via traditional beer lines and keg systems in pubs, however this new cutting-edge technology finally makes it possible, it said.
"We are delighted to bring Guinness MicroDraught, another world-first innovation from Guinness, to pubs around Ireland, meaning that Irish consumers will now have the chance to enjoy a beautiful, non-alcoholic Guinness 0.0, whether in pub or at-home, this summer,” said Alan McAleenan, marketing director, Guinness Ireland.
Same Natural Ingredients
To bring Guinness 0.0 to local pubs throughout Ireland, the St James’s Gate brewers start by brewing Guinness exactly as they always have, using the same natural ingredients; water, barley, hops, and yeast; before gently removing the alcohol through a cold filtration method.
The cold filtration process allows the alcohol to be filtered out without presenting thermal stress to the beer, protecting the integrity of its taste and character.
The brewers then carefully blend and balance the flavours to ensure the distinctive flavour profile and taste characteristics of Guinness.