Saturday November 28, 2020

Guinness targets new age with first foray into zero-alcoholic beer

Global brand director Gráinne Wafer says move is in tandem with a new digital drive in response to the pandemic

25th October, 2020
Grainne Wafer, global brand director at Guinness: ‘The non-alcoholic category is growing’ Picture: Andres Poveda

With the launch of its new alcohol-free stout, Guinness is banking on changing consumer trends in key markets. Guinness 0.0 will go on sale in off-licences and supermarkets in Ireland and Britain from next month, priced at €6 for a pack of four 500ml cans.

Its launch marks the Diageo-owned brewer’s first foray into zero-alcoholic beer, a growing category in three key Guinness markets: Ireland, Britain and the US.

The launch of Guinness 0.0...

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