Guinness 0.0 returns to GB off-trade and on-trade

Diageo has announced the return of Guinness 0.0 in Great Britain.

Available in a 4 x 440ml can format (rsp £3.50-£4.50), Guinness 0.0 will be offered to wholesalers later this month and to the on-trade from September.

The launch will be supported with a consumer marketing campaign, including a new TV advert.

Guinness 0.0 was initially launched in a limited number of supermarkets in October 2020. As a precautionary measure, Diageo undertook a voluntary recall of Guinness 0.0 after production tests identified the possible contamination of some batches. Diageo identified a process failure and has since put in place additional measures and controls to ensure product quality.

With sales in the low and no category now worth £150 million at retail sales value in the UK off-trade (Nielsen), Guinness 0.0 is designed to tap into the increasing demand for high-quality and great tasting no and low alcohol options. A standard can of Guinness 0.0 contains fewer than 75 calories.

Neil Shah, head of Guinness GB, says: “We are incredibly pleased to have Guinness 0.0 back on shelves and in pubs and have put in place additional quality assurance measures to make sure this really is the best alcohol-free Guinness possible. So, even if you choose not to drink an alcoholic drink, you can still enjoy an iconic pint of Guinness without the alcohol. We firmly believe we have created a taste experience truly unrivalled in the world of alcohol-free beer and can’t wait for people to try it.”

Tel: Diageo 020-8978 6000