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Diageo brings Guinness 0.0 draught trial to UK pubs
Guinness 0.0 will be available on draught at more pubs and in football grounds across Great Britain following a successful initial roll-out in Ireland.
Guinness owner Diageo has announced it is expanding the trial of its non-alcoholic alternative in Britain, serving the beer on keg in the on-trade.
The roll-out follows a successful trial of Guinness 0.0 in Ireland, the company has said.
Diageo previously offered Guinness fans in Britain a taste of the alcohol-free stout during a three-day trial at The George in 2023. Guinness 0.0 is now available for patrons to enjoy at The Devonshire in London’s Soho for £6.35 a pint.
The company, which also owns brands including Smirnoff, Baileys and Johnnie Walker, has not revealed which other pubs will be involved in the roll-out.
It said more pubs are “embracing the growing trend towards moderation” in a statement shared with db. The expanded trial on draught “marks a momentous moment for on-trade expansion in the UK”, the company said.
“Guinness’s commitment to quality means they will be running small scale trials at pubs over the coming months, with the aim to expand into more outlets before Christmas,” Diageo added.
Guinness 0.0, the official non-alcoholic beer of the Premier League, will also appear on draught at football grounds across the UK.
Anna MacDonald, Guinness marketing director at Diageo GB, said of the launch: “We’re thrilled to be trialling Guinness 0.0 at a select number of pubs in GB, including The Devonshire – a priority stop for any Guinness fans in London.
We’re so proud to be offering patrons more choice through the introduction of an alcohol free alternative with the same smooth, recognisable taste of draught Guinness, and look forward to introducing Guinness 0.0 to more pubs across the country as the year continues.”
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