In a testament of confidence in the growing non-alcoholic beer category, Diageo has made a major investment to its famed St. James Gate brewery in Dublin to increase the capacity by 300% to make Guinness 0.0. The company will begin to roll-out the non-alcoholic stout on draft across Ireland this summer.
The $27.2 million investment includes six new processing vessels capable of producing about 425,000 barrels.
Guinness 0.0 has only been sold in cans up this point since it was first introduced in Ireland in summer of 2021. Since the roll-out, Guinness 0.0 has become the number one selling non-alcoholic beer in a four-pack format in both Ireland and Great Britain.
Non-alcoholic beer continues to grow in both the off-premise and on-premise retail. Adding Guinness 0.0 as a draft option in pubs across Ireland and the UK could dramatically increase its popularity and Diageo has reportedly forecast that Guinness 0.0 will reach 10% of all sales in Ireland in the coming years.
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