Alcohol-free Guinness is to be sold on draught for the first time in the UK but drinkers might be shocked by the price.
Famed London pub, The Devonshire, is introducing Guinness 0.0 after signing a deal with drinks-giant Diageo.
Previously the alcohol-free stout was only available on draught in Ireland with pub-goers in the UK having to opt for a canned version.
But a pint of Guinness 0.0 at The Devonshire will set you back a whopping £6.35 – which is just 55p less than a regular pint.
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A pint of Guinness 0.0 at The Devonshire (pictured) will set you back a whopping £6.35 – which is just 55p less than a regular pint
Non-alcoholic Guinness in cans is already the best-selling non-alcoholic beer in shops in the UK (stock photo)
It comes as questions have already been asked about the high prices of alcohol-free alternatives at pubs in the UK, given that no alcohol duty is paid on them.
But brewers have said the prices are justified by the ‘complex production process’ and ‘research’ that goes into them.
Non-alcoholic Guinness in cans is already the best-selling non-alcoholic beer in shops in the UK.
Sales of the product doubled in the year up until June, fuelled by an increase in sobriety levels, particularly among young people, The Telegraph has reported.
The Devonshire in Soho, which opened late last year, has already earned acclaim for its Guinness.
It reportedly pours more than 15,000 pints of the beverage a week, making it one of the biggest sellers of Guinness in the world.
Diageo has previously said that they are working to shake off its reputation as a drink for ‘older, male customers’.
‘We are seeing more and more Guinness drinkers that are women. I certainly notice this in pubs’, said Deborah Crew, the company’s chief executive.
Alcohol-free drinks in England are currently defined as not exceeding 0.5 per cent alcohol, whereas in countries such as the US, Denmark, Germany, Australia, Sweden, Portugal, and Belgium the limit is just 0.05 per cent.
The drinks have become increasingly popular among Gen Z who are increasingly swapping their usual pints for an alcohol-free alternative.
Diageo has previously said that they are working to shake off its reputation as a drink for ‘older, male customers’ (stock photo)
This week furious punters took to social media over the price of mocktails in London with some in Mayfair priced as high as £20 (stock photo)
However, drinkers have been shocked by the prices of 0.0 options which are often nearly as much as a regular pint.
This week furious punters took to social media over the price of mocktails in London with some in Mayfair priced as high as £20.
Meanwhile, cocktail bar chain The Alchemist charges a whopping £12.50 for a French Kiss in central London.
And Greene King – one of the biggest pub chains that has more than 2,700 locations across England, Wales and Scotland – has just a £1 difference between their cocktails and mocktails.
One person wrote on social media: ‘It doesn’t matter how loudly you shout at us, If a cocktail is £15, a mocktail has no business being £12.’
Another penned: ‘The concept of mocktails is hilarious. £10 for mixed juice?!’
A third said: ‘I can’t believe restaurants really charge £10 for mocktails. That really has to be one of the biggest scams alive because what costs that much in the drink? Juice???’
A fourth commented: ‘The gentrification of juice into mocktails is really starting to p*** me off. That’s an $18 Capri Sun.’
The Devonshire has been contacted for comment.