In Ireland, everyone knows Guinness, the famous dark beer that sells over a million pints a day… on the Isle of Erin alone! But did you know that Diageo’s Guinness brewery released an alcohol-free variant a few years ago? Dubbed “Guinness 0.0”, it boasts the authenticity of Guinness… minus the alcohol!
Although beer remains a popular beverage, it is constantly facing new challenges.
All over the world, and even in Ireland, attitudes to the dangers of alcohol have changed. And let’s face it: whether in Ireland or elsewhere, people no longer drink alcohol in the same way!
n many countries, including Ireland, growing awareness of the risks associated with alcohol is influencing drinking behavior. Public health and road safety concerns have prompted several governments to impose strict measures against excessive alcohol consumption. These initiatives aim to reduce incidents and promote a healthier lifestyle, reflecting a global trend towards responsible consumption.
In this respect, Ireland has shown itself to be inflexible: drink-driving and the consumption of alcohol on public roads are severely punished by law… and woe betide anyone who dares to defy the ban! The fines are steep!
Against this backdrop of the marginalization of alcohol, the Diageo group, owner of the Guinness brewery, has decided to bounce back!
In 2020, the Dublin brewery launched Guinness 0.0 with great fanfare, a perfect replica of the brown stout in both appearance and taste… with one exception: the alcohol! Because this beer has all the makings of a real one, except for its alcohol content: which reaches 0%!
This beer is designed for a varied clientele. Among other things, it concerns people who can’t drink alcohol (such as pregnant women, or those suffering from a medical condition). But it has also been designed to appeal to a demanding clientele of consumers who are already Guinness fans, but who want to reduce their alcohol levels.
In 2020, the release of Guinness 0.0 received a somewhat mixed reception. Because on the Emerald Isle, beer – and Guinness in particular – is an essential part of everyday life.
Considered a jewel of Irish culture, this stout is a symbol and a fragment of the nation’s identity. It’s the reason millions of Irish people go to the pub, to socialize and toast, while watching a Gaelic sports match. It’s also thanks to its taste that the Irish enjoy festive moments, shaped by laughter, joy and conviviality…
You might as well understand that for them, a Guinness without alcohol was the equivalent of a bag of French fries without salt!
Fortunately, Diageo’s high standards of quality have made up for this. Whether you compare its appearance or its taste, it has to be said: Guinness 0.0 is a non-alcoholic beer that manages to rival its alcoholic counterparts.
Guinness aficionados will recognize the classic blend of roasted malt, coffee and chocolate aroma, and creamy foam that crowns every pint.
A real success story, introducing new consumer trends to Ireland: young and old alike.
So there’s no shame in drinking this type of alcohol-free beer: Guinness 0.0 is even available in many Irish pubs! It’s now accepted and respected: it’s even seen as a welcome development in the Guinness range.
Proof that alcohol isn’t essential for a good night out!
Alcohol abuse is dangerous for your health. Drink in moderation.
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