Rumor Mill: Soaring Guinness Sales Prompts Brewery Expansion / More Awards For Athletic Brewing

American Craft Beer|August 22nd, 2025|

Woman holding a Heineken 0.0 non-alcoholic beer bottle at a bar, surrounded by various bottles on illuminated shelves

(Courtesy Heineken 0.0)

In response to soaring global demand for Guinness and Guinness 0.0., Diageo which owns the Guinness beer brand is planning a major brewery expansion in County Kildare, Ireland…We’ve that, “Words to Drink By” and more.

Soaring Guinness 0.0 Sales Prompt Brewery Expansion In Ireland

In response to soaring global demand for Guinness and Guinness 0.0., Diageo which owns the Guinness beer brand is planning a major expansion of its new €200 million brewery in County Kildare, Ireland, an upgrade will more than double production capacity and strengthen Ireland’s role in global beer exports.

Part of that was prompted by the growing popularity of Guinness 0.0, which is currently brewed only at St. James Gate. According to the Drinks Business sales of Guinness 0.0 draught grew by 161% between June 2022 and March 2025.

“This planned expansion at Littleconnell is designed to position us for future global growth opportunities for Guinness and Guinness 0.0.. Diageo’s global head of beer supply, Colin O’Brien, told the Irish Independent. “By increasing our capacity, we can better serve emerging markets while strengthening Ireland’s position as a leading market for beer exports.”

Words to Drink By

“That’s been one of my mantras—focus and simplicity. Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple.” – Steve Jobs, American businessman, investor, and inventor

Athletic brewing volunteers building a trail with wooden planks by a lakeside in a lush forest setting.

(Courtesy Athletic Brewing)

Athletic Brewing Wins Social Impact Awards

On April 28, Athletic Brewing, America’s largest dedicated non-alcoholic brewer, announced that its “Two For The Trails” environmental grant program had received two 2025 Gold Halo Awards for “Best Cause Product Initiative” and “Best Sustainability or Conservation Initiative.”

Now in its 23rd year, The Halo Awards, presented by Engage for Good, are the first and most prestigious honor for excellence in corporate social impact.

Athletic Brewing was recognized for its commitment to protecting and restoring outdoor spaces worldwide through its Two For The Trails environmental grant program, which contributed up to $2 million to more than 170 projects in 2024. To date, the program has contributed more than $6.3 million to trails and outdoor spaces.

“We started Athletic with the belief that business can be a powerful force for good,” said Bill Shufelt, Co-Founder and CEO of Athletic Brewing. “Two For The Trails is our way of giving back, and creating a positive ripple effect that’s felt for generations to come. This recognition is a huge honor and a testament to the amazing work of our nonprofit grant recipients.”