Alcohol-free Guinness is to be sold on draught in the UK for the first time – but will cost just 55p less than a regular pint.
The Devonshire, a London pub famed for its Guinness, is introducing the alcohol-free stout on draught under a deal with Diageo, the drinks giant that brews it.
Until now, Guinness 0.0 was only available on draught in Ireland and in cans in the UK.
Anna MacDonald, Guinness marketing director at Diageo, said the company was “offering patrons more choice through the introduction of an alcohol-free alternative with the same smooth, recognisable taste”.
However, drinkers may be shocked to learn the price. A pint of alcohol-free Guinness at The Devonshire will cost £6.35 – just 55p cheaper than a regular pint of Guinness at the same pub.
Questions have been raised over the high prices charged for non-alcoholic beers, given the fact that brewers do not pay any alcohol duty on them. Producers have argued that the complex production process and research warrants their price.
Diageo said the non-alcoholic Guinness was made with the same ingredients before the alcohol in it was removed through a process called cold filtration, which is claimed to preserve the taste.
Guinness 0.0 is already the UK’s best selling non-alcoholic beer in shops.