Guinness 0.0 is Growing
Recent research shows that there is an increase in sales of Guinness 0.0 on draught, suggesting that a new generation of Irish consumers is adopting non-alcoholic beverages. The well-known Irish beverage manufacturer Diageo reports that between the end of February 2023 and the end of February 2024, volume sales of the non-alcoholic variety increased by an astounding 48.7% throughout Ireland’s bars and venues. This remarkable expansion highlights the growing popularity of non-alcoholic beers in general and Guinness 0.0 in particular.
Increasing Visibility
Guinness is boosting the release of draught Guinness 0.0 in order to satisfy this increasing demand. By the end of 2024, the business promises to make the non-alcoholic beverage available at over 2,000 bars and venues. Guinness’s €25 million investment in a brand-new production plant at Dublin’s St. James’s Gate also contributes to the rise in demand. This plant, which was revealed last year, makes about 90 million pints of Guinness 0.0 a year to meet demand both domestically and internationally.
The Drinking Culture Is Changing
“As customer demands evolve, people are looking to brands they know and trust to offer non-alcoholic alternatives, without forgoing the taste and quality they’ve come to expect from a brand like Guinness,” said Barry O’Sullivan, Managing Director of Diageo Ireland, with enthusiasm. Guinness 0.0 provides such guarantee.
Ireland’s non-alcoholic beer market share increased from 0.4% in 2017 to 1.5% in 2021 in the last several years. Drinks Ireland believes that as customers take advantage of the growing array of options and seek a more balanced approach to drinking, this trend will continue.
The Advertising Debate
As demand for non-alcoholic beer grows, questions have been raised concerning the way these products are advertised. Campaign organisations such as Alcohol Action Ireland have drawn attention to the widespread advertising of products with no alcohol content, claiming that it mimics the branding of similar products with alcohol content.
According to the group, this kind of advertising gets beyond laws meant to shield kids from alcohol promotion. Public transportation, locations near parks and schoolchildren, and retail establishments outside of alcohol-designated zones are among the areas of concern.
Notwithstanding the continuous controversy, it is evident that non-alcoholic drinks, such as Guinness 0.0, are growing significantly, ushering in a new era in the beverage business and reflecting changing customer tastes.
Source:
