Guinness announced a 0.0, non-alcoholic version of its famous stout, will go on sale in the UK and Ireland on Monday at select retailers, and it will go on sale elsewhere including pubs in the spring.
The drink isn't a polar opposite of the famous beer: It goes through a similar production process.
Guinness 0.0 is made using the same ingredients that are used for the alcoholic beer; water, barley, hops and yeast, then the alcohol is removed through a cold filtration method, according to a press release from Diageo, Guinness' parent company.
The great Guinness taste at 0.0% 😋
— LADbible (@ladbible) October 22, 2020
"We know people want to be able to enjoy a Guinness when they choose not to drink alcohol without compromising on taste," Gráinne Wafer, Guinness' global brand director, said.
The non-alcoholic drink provides consumers with a low-calorie option: Guinness 0.0 comes in at 70 calories in a standard can.
A traditional Guinness has 154 calories per can. Low-calorie alcohol alternatives are growing in popularity, as shown by the rise of low-calorie spiked seltzers and light and non-alcoholic beers.
The "sober curious movement" has also become popular, as drinkers aim to rethink and recalibrate their relationship with alcohol.
There is zero alcohol inside this truck. #Guinness00 pic.twitter.com/ft6t4TLSDV
— Guinness Ireland (@GuinnessIreland) October 22, 2020
People are beginning to focusing more on their mental health and wellness, and many Americans are looking to change their alcohol habits.
People of all ages are drinking less beer, while Millennials are drinking less overall. Other brands have taken note, too.
Budweiser launched a non-alcoholic beer in July and Pabst Blue Ribbon announced a new non-alcoholic cannabis seltzer in October.
Latest Stories
-
Ghanaian youth unaware of their right to hold politicians accountable – Youth Bridge Foundation
46 mins -
Judge delays Trump sentencing for a third time
1 hour -
2024 WAFCON: Ghana drawn against defending champions South Africa in Group C
2 hours -
Photos from DW-JoyNews street debate on ‘galamsey’
2 hours -
Mimmy Yeboah: Blending heritage with global sophistication, confidence redefined through couture
3 hours -
100 Most Influential People Awards 2024: Brain Hill International School’s Director Mary Anane Awuku honoured
3 hours -
Akufo-Addo commissions 97-km Tema-Mpakadan railway line
3 hours -
Majority requests recall of Parliament
3 hours -
Kanzlsperger and Professor Quartey support WAFA with medical Donation
3 hours -
Gideon Boako donates 10 industrial sewing machines to Yamfo Technical Institute
4 hours -
‘Golden Boy’ Abdul Karim Razak honored at WAFU-B general assembly
4 hours -
Buipewura Jinapor secures Vice Presidential position in National House of Chiefs with record votes
4 hours -
2024 election: I want results to come out like ‘milk and honey’ – Toobu
4 hours -
Ghana’s Henry Bukari hands over chairmanship of ECOWAS Brown Card Council of Bureaux
4 hours -
Residents of Dome-Kwabenya on edge ahead of December elections
5 hours