The British multinational Diageo launches a new alcohol-free variant of Guinness beer on the market. The new beer is expected to arrive at the end of this month, after a long four-year development process. Guinness 0.0 "boasts the same wonderfully smooth taste, perfectly balanced flavor and unique dark color, but without alcohol," claims the company. A low calorie option with 70 calories per 440ml can.

The zero alcohol beer is brewed by the brewers of St James's Gate, who use the same natural ingredients, such as water, barley, hops and yeast, used for the classic drink. Only at the end is the alcoholic part removed through a cold filtration method. The brand claims that the process avoids "heat stress" to the dark beer, thus maintaining the distinctive character and taste of the original.

Gráinne Wafer , the company's global brand director, said: "This new entry highlights our long-standing commitment to innovation, experimentation and the courage to create an alcohol-free beer that is 100% Guinness, but 0% alcohol. We know that people want to be able to enjoy a beer without alcohol, but without giving up the authentic taste of the drink, and with our product we believe they will be able to do exactly that. "

The new beer will be available in a four-pack format for purchase in off-licensing and supermarkets in Britain. From spring 2021, the drink will be available in pubs across Ireland and Great Britain. Launch on international markets scheduled for the end of 2021.