With the rate of global alcohol consumption declining according to market research data from IWSR , Guinness is stepping things up to address an increasingly sober world.
As drinking habits change, companies like Guinness are working to improve their non-alcoholic and low ABV offerings…and these new alternatives are becoming quite good.
Guinness introduced its first non-alcoholic beer, Guinness Zero, in Indonesia in 2014 to tap into a new market of sober drinkers and early reviews that compared it to “coffee essence in a glass of Coke” were hardly encouraging.
But according to Guinness, Open Gate Pure Brew, which was developed at their more experimental Open Gate division at St James’s Gate brewery in Dublin, is a “full flavored, non-alcoholic lager” where the buzz is all about not having a buzz.
“Consumers shouldn’t have to compromise on flavor just because they want to moderate,” Guinness lead brewer John Casey told The Irish Times. “With Pure Brew we wanted to give people a taste experience comparable to regular beer.”
More than two years in development, Pure Brew will face the ultimate test in February, the Irish beer drinker, when Guinness debuts the new non-alcoholic lager in 250 Dublin pubs.
In 2016 global drinks giant Diageo (who owns Guinness) stepped up its investment in the low ABV market, when it took a minority stake in non-alcoholic spirits brand Seedlip.
And Diageo upped its commitment to a more sober lifestyle further when they introduced a new business development program for non-alcoholic drinks in 2017.