Diageo invests more than €30 million in Guinness 0.0

October 28, 2024 Editor

Diageo has announced a €30 million investment to expand production of Guinness 0.0 at its St. James’s Gate facility.

This investment brings Diageo’s total investment in the non-alcoholic stout to over €60 million since its launch just three years ago. The announcement will bring the Guinness 0.0 production capacity at St. James’s Gate to 176 million pints of Guinness 0.0 a year for the domestic and international markets, almost doubling capacity.

The production process of Guinness 0.0 prioritises preserving the iconic taste and quality of Guinness, a move that has been enthusiastically embraced by Irish consumers. This commitment is reflected in the nearly 50% surge in volume sales of Guinness 0.0 draught between February 2023 and February 2024.

The investment reflects the success of years of rigorous research and development that has gone into Guinness 0.0 and goes towards supporting the longer, more complex production process of the non-alcoholic stout, seeing it take an extra two days of brewing compared to Guinness.

Aidan Crowe, beer operations director, Diageo, observed that the investment will allow the business to double its capacity for Guinness 0.0 and meet the ever-growing demand from consumers as they move towards moderation and look for more choice when it comes to premium non-alcohol products.

“Guinness has a long history of innovation and delivering products of the highest quality, and we continue to do that through Guinness 0.0 – producing the same great taste, quality and premium experience that people have come to expect from a brand like Guinness, just without the alcohol, Crowe noted.

“St. James’s Gate is the global hub of Guinness 0.0 production for markets around the world, and this investment goes a long way in supporting that work and continues the legacy of true innovation here in Dublin 8.”