In a surprising turn of events, an executive at Diageo, the parent company of Guinness, has predicted that the non-alcoholic version of the iconic beer could one day outshine its traditional counterpart. Anna MacDonald, marketing director at the drinks giant, has made this bold statement amidst a surge in demand for alcohol-free beer, particularly among health-conscious younger drinkers.
Guinness, recognising the potential of this trend, introduced its 0.0 non-alcoholic version in Britain in 2021. The move has proven to be a resounding success, with sales of Guinness 0.0 doubling in Europe over the 12 months to June. The alcohol-free alternative has now become the UK’s best-selling non-alcoholic beer, accounting for approximately 3% of total Guinness sales worldwide.
The continued success of Guinness 0.0 will largely depend on the evolving socialising habits of consumers, according to Ms MacDonald. Recent figures indicate a strong and sustained demand from teetotal Generation Z drinkers, who are increasingly prioritising health and well-being. Debra Crew, chief executive of Diageo, recently stated, “We literally cannot make enough of it. It is flying off the shelves.”
The soaring popularity of non-alcoholic beers can be attributed to a growing number of people reducing their alcohol intake or abstaining altogether. Ms MacDonald noted that while the percentage of people who completely avoid alcohol remains relatively small, many consumers are opting for a mix of alcoholic and non-alcoholic products within a single occasion to moderate their intake.
Diageo is currently planning an expansion across UK pubs that will see Guinness 0.0 available on draught for the first time. Although the beer is currently sold on tap in Ireland, it is primarily available in cans across most UK pubs. The company is working to ensure that the quality and experience of Guinness 0.0 on draught match the high standards set by its traditional counterpart.
The rapid growth in demand for Guinness 0.0 has not been without its challenges, as Diageo has encountered supply chain constraints. However, the company has pledged investment to address these issues and meet the increasing demand for the non-alcoholic variant.
As the popularity of Guinness 0.0 continues to rise, it remains to be seen whether the non-alcoholic version will indeed surpass its traditional counterpart. Nonetheless, the shifting preferences of younger drinkers and the growing emphasis on health and well-being suggest that the demand for alcohol-free alternatives will only continue to grow in the coming years.
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