Saturday, December 5, 2020

Guinness launch no-alcohol version

Guinness has launched a new alcohol-free version of its iconic Irish stout following a four-year product development.

To create Guinness 0.0 the St James’s Gate brewers start by brewing Guinness exactly as they always have, using the same natural ingredients; water, barley, hops and yeast; before gently removing the alcohol through a cold filtration method.

The cold filtration process allows the alcohol to be filtered out without presenting thermal stress to the beer, protecting the integrity of its taste and character.

The brewers then carefully blend and balance the flavours to ensure the distinctive flavour profile and taste characteristics of Guinness.

The resulting product is therefore the same as its original counterpart, just without the alcohol. In taste tests by an independent panel, they found that Guinness 0.0 ‘exceeded expectations’ with its taste lauded as ‘outstanding’.

“This is an exceptional day for Guinness, as we finally reveal Guinness 0.0. The launch of Guinness 0.0 highlights our long-held commitment to innovation, experimentation, and bravery in brewing, harnessing the power of our brewers and our ingredients, to create an alcohol-free beer that is 100% Guinness but 0% alcohol,” said Gráinne Wafer, Global Brand Director at Guinness.

“We know people want to be able to enjoy a Guinness when they choose not to drink alcohol without compromising on taste, and with Guinness 0.0 we believe they will be able to do exactly that.”

Guinness 0.0 rolls out in Great Britain and Ireland from this week in 440ml can 4-pack format in off-licences and supermarkets.

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