The Devonshire among first sites offering non-alcoholic Guinness on draught

Drinks giant Diageo has launched Guinness 0.0 on draught at a select number of British pubs following a trial period in Ireland.

The non-alcoholic stout also had a three-day test at the George pub in London’s Fitzrovia in 2023.

One of the venues now serving Guinness 0.0 kegs is the Devonshire in Soho, London, for £6.35 a pint. The pub is already well known for building its drinks offer around Guinness’ alcoholic original.

Guinness 0.0 will also appear on draught at football stadiums across the country, alongside Guinness as the official beer of the Premier League.

The drink has become the biggest non-alcoholic beer in the UK off-trade this year, and the trial on draught marks a milestone for UK on-trade expansion.

The brand will also run small scale trials at pubs over the coming months, with the aim to expand into more outlets before Christmas.

Anna MacDonald, Guinness marketing director at Diageo GB, said: “We’re thrilled to be trialling Guinness 0.0 at a select number of pubs in GB, including the Devonshire – a priority stop for any Guinness fans in London.”

Describing the alcohol-free alternative as having the same “smooth” taste as draught Guinness, she added: “We look forward to introducing Guinness 0.0 to more pubs across the country as the year continues.”

Last year the brand invested €25m (£21.3m) to triple production of the zero-alcohol stout at its St James’s Gate brewery in Dublin, in response to growing consumer demand for no and low-alcohol drinks.

Diageo posted an 8.2% global operating profit increase in the second half of its financial year ended 30 June 2024.

The firm will welcome Nik Jhangiani as chief financial officer from autumn this year.