EXCLUSIVE: Draught Guinness 0.0 to go live in 4 more London pubs

07-Oct-2024 - Last updated on 07-Oct-2024 at 08:05 GMT

Four new sites for named: more locations are expected for Guinness 0.0

Diageo has announced Guinness 0.0 on draught will be launched at four London pubs following successful trials over the past year.

The zero alcohol stout, which is dispensed on keg draught, has been served at the George, on Great Portland Street, in the London borough of Westminster, since 2023, and was launched more recently at the Devonshire, Denman Street, Soho.

The new pubs added to the list will be the Cadogan Arms, Chelsea; Punch & Judy, Covent Garden; MC & Sons, Borough; and Feeney’s, Tower Hill.

Diageo said the expanded trial on draught across Great Britain is expected to include more pubs in the coming months.

Exciting step

The drinks business said since its debut, Guinness 0.0 has rapidly gained momentum, becoming the fastest-growing alcohol-free beer in Great Britain and Ireland, with 47% of adults switching between alcohol, low-alcohol, and alcohol-free drinks on the same occasion while more pubs are embracing the growing trend towards moderation.

Diageo GB Guinness marketing director Anna MacDonald said: “Bringing Guinness 0.0 on draught to more pubs across London is an exciting step in our journey to offer greater choice to beer lovers.

“With a growing number of people seeking non-alcoholic options, we’re proud to provide Guinness 0.0 on tap to more venues, delivering the full Guinness experience to an even wider audience around the capital.

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“The response to our rollout so far has been incredibly positive and it’s fantastic to see our beer being enjoyed by those who want the great taste of Guinness, just without the alcohol. We look forward to introducing Guinness 0.0 to more pubs nationwide soon.”

Tastes really great

Oisin Rogers, who operates the Devonshire and sells Guinness 0.0 at £6.35 a pint, previously told The Morning Advertiser: “With the huge volume of Guinness we already sell and the fact the zero product actually tastes really great, I thought it would be good to put a 0% option into the range on draught and that Guinness was the best one to do it with.

“People do ask what they can enjoy when they’re not drinking and there’s a lot of people who do need to have something that feels and looks right for the pub. It makes them feel good to hold a decent pint that looks the same as the real thing and tastes almost as good.”

Guinness 0.0 on draught is currently available in more than 1,500 on-trade outlets across Ireland.