Non-alcoholic Guinness sales more than doubled in the first half of the year reflecting the ongoing trend of younger generations drinking less.
Guinness 0.0 was launched in 2020 and is now the UK’s top-selling zero alcohol beer, overtaking its Heineken equivalent.
Amid soaring demand from today’s teetotal Gen Z brigade, the better-for-you beverage now accounts for three percent of all global Guinness sales with Diageo’s Chief Executive Debra Crew having declared: “We literally cannot make enough of it. It is flying off the shelves.” The phenomenal success of Guinness 0.0 and other modern non-alcoholic beers is reflected in research from youth marketing insight experts Pion which shows 40 percent of those aged 18-24 would consider giving up alcohol completely.
More than a third (35 percent) of the 1,000 Gen Zers surveyed also stated that alcohol had triggered a negative impact on their mental health while 60 percent said they would be prepared to abstain specifically for health and wellness reasons.
