As more and more people turn their back on alcohol, experts at Diageo revealed Guinness’ non-alcoholic alternative could end up outselling the original.
Guinness 0.0 was released a couple of years ago to offer designated drivers and those abstaining from alcohol an alternative to a classic pint of the Black Stuff.
However, as more and more people choose to give up alcohol and pursue a healthier lifestyle, experts at Diageo have revealed that non-alcoholic Guinness could outsell the original in coming years.
Storming the market share – already a popular choice in pubs and bars
Recent studies reveal that Guinness 0.0 currently makes up three per cent of Guinness sales. Consumption of the non-alcoholic alternative throughout Europe also doubled throughout the year until June.
Having already become so popular, especially among the more health-conscious younger drinkers, it’s looking likely that non-alcoholic Guinness could outsell the original in coming years.
Diageo marketing director Anna MacDonald spoke to the Sunday Telegraph. She said, “The trend [for non-alcoholic beer] is accelerating more than we thought.
“It is probably slightly more pronounced within the younger generation – health and well-being is a big trend.”
Finding a balance – the rise of non-alcoholic alternatives
The zero per cent section in supermarkets and off licenses is fastly growing as more people choose to opt for alcohol-free alternatives.
While most still choose the original, it is undeniable that the alcohol-free trend is quickly on the rise. MacDonald said, “It is still a relatively small percentage of people who choose not to drink alcohol at all.
“In most cases, people are potentially consuming both alcoholic products and non-alcoholic products within one occasion as it helps them to moderate.”
While Guinness 0.0 is seeing a huge rise in popularity, the original is also enjoying a resurgence in Ireland among, perhaps surprisingly, the young female demographic.
