Acabashi, Wikimedia Commons, At the bar, you recognise Guinness by its pale head and the cascade of bubbles settling in the glass. There is now one detail that can distinguish two similar-looking pints: the “0.0” printed on the glass or tap. According to figures released by Diageo on 9 November 2026, sales of Guinness 0.0 in Ireland rose by 41% in 2025. What are you really ordering when you ask for an alcohol-free Guinness, and how is its success changing things for travellers who walk through the door of a pub?
Alcohol-free Guinness is gaining ground in Ireland
A 41% rise for a brand that already knows its way around the bar
Launched on the Irish market in 2021, Guinness 0.0 is now available in more than 4,000 pubs, restaurants and hotels, according to figures reported by the Irish Examiner. The 41% figure compares sales of this beer with those of the previous year. It measures the growth of one specific product. Classic Guinness and other alcohol-free beers are covered by separate figures.
There is something very Irish about this success. The brand already holds a special place in the country’s pubs. Its name appears on the signs, its glass is recognisable at first glance and the way its stout is poured is part of the spectacle at the bar. With 0.0, customers who want to avoid alcohol can order a beer that recalls this ritual. That makes a tangible difference when everyone at the table is ordering a pint and you also want to choose something local.
What does a Guinness 0.0 taste like in the glass?
A stout brewed, then cold-dealcoholised
At St James’s Gate, Guinness explains that its brewers start with the same basic ingredients as for its classic stout: water, barley, hops and yeast. The alcohol is then removed through cold filtration. The beer retains the dark colour that is the brand’s signature and the roasted profile associated with this family of beers. If you are discovering the style, our guide to the different types of Guinness can help you find your way around. Guinness explains its brewing and filtration process in detail.
The visual similarity is part of the pleasure. The most interesting comparison comes with the first sip: the aroma of roasted grains, the texture of the head and the bitterness on the finish. If you mainly know Guinness by its reputation, 0.0 can be a way to discover a dark beer. At the pub, ask for a Guinness zero or a Guinness zero point zero. If you specifically want a beer served on draught, ask at the bar. Having Guinness 0.0 on the menu does not always tell you how it is served.
What Guinness 0.0 means for travellers
A pint of stout can have a place in an alcohol-free evening
Imagine an evening in Kerry. The group stops for dinner in a pub, conversation resumes around the table and the person who still has to drive can order a stout too. This is the kind of situation in which Guinness 0.0 fits in. It may also appeal to someone who prefers to keep a clear head, is trying a stout out of curiosity or alternates between alcoholic and alcohol-free drinks during an evening. The choice is made when ordering, just like anything else on the menu.
For a first evening in Dublin, the simplest approach is still to look at the menu or ask the staff what is available without alcohol. More than 4,000 establishments represents a significant presence, with an offering that may vary from one venue to another. And if it is the brand’s history that interests you, the Guinness Storehouse puts this new pint into the context of brewing history at St James’s Gate, in the Liberties area.
If you are travelling in a group, the question is also worth considering when choosing the pub. Look at the menu as a whole rather than focusing on the name of just one beer. One person may want a stout, another an alcohol-free cider or a soft drink. A slightly more varied menu may be enough to find somewhere that suits everyone.
Is the Irish pub changing?
The change can first be seen in what people can order
Diageo’s figures indicate the place that an alcohol-free option has secured within its own catalogue. To understand what is changing in the pub, you also need to look at the ordinary scene at the bar. An order takes just a few words, everyone chooses their drink and the evening continues. The more familiar alcohol-free stout becomes, the more easily it can slip into this moment without requiring an explanation. Perhaps that is where the change lies: you can want the roasted flavour of a Guinness, a thick head and a place at the table, while ordering a 0.0.
