After the successful trial of Guinness 0.0 in Ireland, today marks the much-anticipated GB launch of Guinness 0.0 on keg at a select number of pubs.

Following a successful three-day trial of Guinness 0.0 at The George in 2023, the popular zero alcohol beer is now available for patrons to enjoy at The Devonshire in London’s Soho for £6.35 a pint.

With 47% of adults switching between alcohol, low-alcohol and alcohol-free drinks on the same occasion*, more pubs are embracing the growing trend towards moderation. Having the option of Guinness 0.0 available on tap is giving modern drinkers more choice without having to compromise on taste.

Guinness 0.0 has gone from strength to strength, becoming the biggest non-alcoholic beer in the UK off-trade this year, and the trial on draught marks a momentous moment for on-trade expansion in the UK. Guinness’ commitment to quality means they will be running small scale trials at pubs over the coming months, with the aim to expand into more outlets before Christmas.

As the Official Non-Alcoholic Beer of the Premier League, Guinness 0.0 will also appear on draught at stadiums across the country, alongside Guinness as the Official Beer of the Premier League.

Guinness 0.0 is created at the St James’s Gate brewery, by brewing Guinness exactly as they always have, using the same natural ingredients, before gently removing the alcohol through a cold filtration method. The cold filtration process allows the alcohol to be filtered out without presenting thermal stress to the beer, protecting the integrity of its taste and character. The brewers then carefully blend and balance the flavours to ensure the distinctive flavour profile and taste characteristics of Guinness.

The resulting product is a stout that is unmistakably Guinness, just without the alcohol, featuring the same dark, ruby red liquid and creamy head, hints of chocolate and coffee, smoothly balanced with bitter, sweet and roasted notes.

Anna MacDonald, Guinness Marketing Director at Diageo GB says: “We’re thrilled to be trialling Guinness 0.0 at a select number of pubs in GB, including The Devonshire – a priority stop for any Guinness fans in London.

We’re so proud to be offering patrons more choice through the introduction of an alcohol free alternative with the same smooth, recognisable taste of draught Guinness, and look forward to introducing Guinness 0.0 to more pubs across the country as the year continues.”