Guinness 0.0% could be a game changer. Diageo’s booze-less stout hit the market in October to what can only be described as an absolute storm of publicity, after four years in development.
While there are alcohol-free craft stouts on the market, a mass market 0% version of this kind of beer – and of a brand as singular as Guinness – means countless shoppers who haven’t yet bought into low and no (Guinness drinkers are famously loyal) now have a reason to try the category.
Part of the reason Heineken 0.0 has been such a success is because it delivered on taste at a time when other alcohol-free lagers were failing to do so. If Guinness can pull the same trick, Diageo shareholders will be laughing all the way to the bank.
So what’s in this newsletter?
First, The Grocer gets the lowdown on the latest low and non-alcoholic NPD. Then Beverage Daily shines a light on why millennials are turning to alcohol-free beers in lockdown.
The Low2NoBev exhibition will take place at London’s Old Truman Brewery from 9 - 10 June 2021. For more information visit low2nobev.com