Almost 50% increase in volume sales of Guinness 0.0 in last 12 months as demand for non-alcohol products continues to grow in Ireland.
Increasing numbers of Irish consumers are embracing non-alcohol products, as new volume sales data from Guinness show that Guinness 0.0 on draught, enjoyed a huge 48.7 per cent increase in volume sales between the end of February 2023 and the end of February 2024[1] across Irish pubs and venues.
This confirms the major growth of non-alcohol beer in recent years, and the specific success of Guinness 0.0 since its introduction to the Irish market just over two and a half years ago.
To support the increasing demand and to keep pace with evolving consumer habits, Guinness has been accelerating the rollout of draught Guinness 0.0. From 250 pubs in March 2023, to almost 1,400 (1,394) venues serving draught Guinness 0.0 right now, with that number set to reach over 2,000 outlets by the end of 2024.
This increased demand, distribution, and availability of Guinness 0.0 is being met by sustained investment by Guinness including a new €25 million production facility for Guinness 0.0 at St James’s Gate in Dublin, announced last year.
This new facility is brewing almost 90 million pints of Guinness 0.0 every year for the domestic and international markets and reflects a growing consumer demand for non-alcohol products in Ireland, Britian, Europe, the Middle East, Asia, and America.
The growth of Guinness 0.0 as a non-alcoholic option for those seeking to moderate their alcohol consumption, is a direct result of the continued commitment and investment shown by the brand in its marketing campaigns, sponsorship, and promotional activities, with Guinness 0.0 being front and centre of the recent St Patrick’s Day festivities and through its involvement in the men’s and women’s Guinness rugby Six Nations.
Speaking about the growth of Guinness 0.0 the Managing Director of Diageo Ireland, Barry O’Sullivan, said that Guinness 0.0 provides consumers with a great tasting drink that they love and enjoy, while allowing them to moderate their alcohol consumption through the unmistakeable premium experience that only Guinness offers.
Barry O’Sullivan commented, “Demand for our great-tasting Guinness 0.0 continues to grow which is very exciting to see. As consumer 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 - that’s exactly what Guinness 0.0 offers’’.
[1] Total on- trade CGA / Nielsen; end Feb 2023 – end Feb 2024
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