Guinness announced the release of Guinness 0.0, a non-alcoholic version of its world-famous stout, and would officially be rolled out in markets worldwide throughout 2020.
As Food Dive reports, the Diageo-owned brand says Guinness 0.0 boasts the same beautifully smooth taste, perfectly balanced flavor, and Guinness's iconic dark color, but without the alcohol.
Additionally, it also has a lower-calorie option to its regular serving. Each of which contains just 70 calories compared to the traditional 177 calories of the brand's signature stout.
The Brewing Process
Global Brand Director at Guinness, Gráinne Wafer, said that Guinness 0.0 aims to cater to individuals who want to enjoy Guinness but without the alcohol content and without compromising its signature taste.
The creation of Guinness 0.0 starts by brewing Guinness precisely as they always have. The same natural ingredients - water, barley, hops, and yeast - are also used.
The alcohol content is then removed through the cold filtration process, allowing the alcohol to be sorted out without presenting thermal stress to the beer. This protects the integrity of the beer's taste and its character.
To ensure that Guinness's distinctive flavor profile and taste characteristics are achieved, the brewers carefully blend and balance the flavors. As a result, the finished product is unmistakably Guinness, just without the alcohol.
It features the same dark, ruby red liquid color. It also has that creamy head, subtle hints of chocolate and coffee, perfectly balanced with bitter, sweet, and roasted notes.
During the company's taste test, it was reported that Guinness 0.0 exceeded expectations with its taste and was lauded as outstanding.
With a wide range of options on the market, it's no surprise that striking the right taste and flavor profile is crucial.
Meanwhile, according to Manufacturing.net, Gráinne Wafer also mentioned that the development of Guinness 0.0 highlights the company's long-held commitment to innovation, experimentation, and bravery in brewing.
Rising Demand For Non-Alcoholic Beverages
In the past, Guinness has produced a few non-alcoholic products under its brand, including a lager that can still be found in Ireland and a malt-based non-alcoholic drink that was previously available in Indonesia. However, the Guinness 0.0 is the first alcohol-free version of its flagship brew.
Few breweries are as iconic as Guinness, and we can easily say that the global brand's decisions still have a profound effect on the industry.
Especially in recent years, beer companies have been flooding the market with more premium non-alcoholic brews. This move is an effort to grab share in the fast-growing industry.
While non-alcoholic offerings represent a small portion of the American beer market, the demands are growing dramatically. Projections on bottled low- and no-alcohol beverages have jumped about 32 percent between 2018 and 2022.
As a result, similar beer companies like Sam Adams maker Boston Beer have also recently announced the rollout of their new product set to hit shelves next year.
With the shift in mindset and newfound health awareness brought about by the global health crisis, food and beverage companies have little choice but to come up with better offerings for their consumers.
