With an increasing number of individuals opting to forgo alcohol, Diageo's experts have indicated that the non-alcoholic version of Guinness may surpass sales of the original product.
Launched a few years back, Guinness 0.0 was designed to provide an option for designated drivers and those choosing to abstain from alcohol while still enjoying a classic pint of the iconic beverage.
As the trend of adopting healthier lifestyles continues to grow, projections suggest that non-alcoholic Guinness could potentially outpace its traditional counterpart in the near future.
An executive from Diageo, the parent company of Guinness, has suggested that non-alcoholic Guinness may eventually surpass the popularity of its traditional version.
Anna MacDonald, the marketing director at Diageo, has noted
a significant increase in demand for alcohol-free beer, particularly among
health-conscious younger consumers. In response to this trend, Guinness
introduced its alcohol-free variant in the UK in 2021.
When asked if the non-alcoholic option could potentially
outpace the original, Ms. MacDonald expressed optimism, stating, “Honestly, I
think it’s possible. Already the trend [for non-alcoholic beer] is accelerating
more than we thought.”
This statement follows Diageo's recent announcement that
sales of Guinness 0.0 in Europe have doubled over the past year.
The product has become the best-selling non-alcoholic beer
in the UK and now represents approximately 3% of total Guinness sales globally.
Ms. MacDonald emphasized that the future success of Guinness
0.0 will hinge on the evolving nature of socializing, although current data
indicates robust demand from teetotal Gen Z consumers.
Debra Crew, the CEO of Diageo, remarked last month, “We
simply cannot produce enough of it. It is selling rapidly.”
In recent years, the demand for non-alcoholic beers has
surged as more individuals are reducing their alcohol intake or eliminating it
entirely.
Ms. MacDonald noted, “This trend appears to be particularly
evident among younger consumers, as health and wellness have become significant
priorities.”
While the proportion of individuals who abstain from alcohol
entirely remains relatively small, many are opting to enjoy both alcoholic and
non-alcoholic beverages during the same occasion to help manage their
consumption.
Diageo is currently planning to expand its offerings in UK
pubs, introducing Guinness 0.0 on draught for the first time.
Although this beer is already available on draught in
Ireland, it is primarily sold in cans in most pubs across the UK.
Ms. MacDonald indicated that the company is exploring
methods to ensure “the overall quality and experience that customers expect
from Guinness draught.”
She remarked, “To achieve the necessary throughput, a
specific volume of Guinness must be sold to guarantee the quality.”
The significant increase in demand for Guinness 0.0 has led
Diageo to face supply chain challenges, Ms. MacDonald noted, although there are
plans for investment to address these issues.
This development coincides with a broader surge in
traditional Guinness sales, which has transformed its image from a beverage
primarily favored by older, mostly male consumers.
Debra Crew from Diageo stated in January, “We are witnessing
a growing number of female Guinness drinkers. I certainly observe this trend in
pubs.”
She added, “It may appear somewhat daunting, stemming from a
rugby-centric culture. However, once women try it, they often find it lighter
than they anticipated.”
Social media and memes have also played a role in boosting
sales, with figures like pop star Olivia Rodrigo and Sir Keir Starmer recently
seen enjoying pints of Guinness.
Sir Tim Martin, the chairman and founder of the JD
Wetherspoon pub chain, has attributed the rising popularity of Guinness to a
notable increase in sales across his establishments.
In May, he remarked, “The deities of fashion have favored
Guinness, a drink once enjoyed primarily by men of my generation, but now
embraced by younger audiences.”
Although closely linked to rugby due to its sponsorship of
the Six Nations, the brand has recently secured the title of “official beer” of
the Premier League, triumphing in a multimillion-pound bidding competition
against Heineken to take over from Budweiser.