3 days ago
Guinness 0.0 sales up 27%, with plans for €30m investment at St James's Gate
Sales of Guinness 0.0 in bars have grown 27% in the last year, with the non-alcoholic version to take up 12% of total stout production at the Dublin brewery next year.
Guinness 0.0 - known to many people as Guinness Zero - is now available in 4,000 pubs, restaurants and hotels across the island of Ireland. New figures released by Diageo show that the non-alcoholic stout has enjoyed a huge 161% increase in yearly volume on-trade sales between June 2022 and March 2025.
'The growth of Guinness 0.0 over the last three years demonstrates the enormous appetite consumers have for greater choice in what they are consuming," said Ross Bissett, Diageo Ireland on-trade commercial director.
This growth is set to continue into 2026 when an additional €30m investment into Guinness 0.0 production capacity comes on stream, allowing the St James's Gate brewery to brew 176m pints of Guinness 0.0 a year for international and domestic markets. "We expect Guinness 0.0 to take up about 12% of all production at St James's Gate which is a testament to the sheer demand we're seeing and the incredible high-quality product our teams continue to produce here in Dublin 8," said Mr Bissett.
Overall, Guinness 0.0 serves on the island of Ireland across can, draught and micro-draught cans in pubs, hotels and restaurants grew by 35% in the year to March 2025.
First launched five years ago, Guinness 0.0 is now the biggest selling non-alcohol brand in the UK.
Last month, Guinness owner Diageo's finance chief Nik Jhangiani said it would not be selling the iconic Irish brand as part of an asset sale plan, finance chief Nik Jhangiani said on Tuesday.
Guinness saw net sales grow by 13% over the half-year to December. The stout's extraordinary growth, fuelled by TikTok trends to 'split the G', makes the Irish brand the star for Diageo during a difficult trading period globally. Guinness saw net sales grow by 13% over the half-year to December.
The world's top spirits maker forecast a $150m hit from US president Donald Trump's tariffs, and has launched a $500 (€437m) cost-savings programme.
Indeed the entire global alcohol sector has been facing some sober realities recently. This week, Remy Martin joined joins peers Diageo and Pernod Ricard in withdrawing sales targets that had become widely seen as overly ambitious as the sector endures a slowdown from previous boom years for pricey liquors.
