How Guinness 0.0 became the UK’s number one non-alcoholic beer
Guinness 0.0 is now the best-selling non-alcoholic beer in the UK off-trade. It has benefited from Diageo putting it on an “equal footing” to Guinness draught, says marketing director Anna MacDonald.
In another success story for its owner Diageo, Guinness 0.0 doubled its net sales in Europe in the year ended 30 June 2024. This is partly due to the rapid growth of the non-alcoholic beer segment, with consumer habits changing towards moderation, however, Guinness 0.0 is growing ahead of the category and is now the number one non-alcoholic beer in the UK off-trade.
“If you want that consumer shift to be there, and you want consumers to see it on equal footing with Guinness draught, then you need to do that as the brand owner in the way that you market it,” says Guinness marketing director Anna MacDonald on why it’s important Guinness 0.0 has its own moments in the sun.
