Open Gate Pure Brew is currently sold in 300ml bottles with an ABV of 0.5% and is available in 250 pubs before it rolls out to the rest of Ireland in March, according to Guinness.
“With Pure Brew, our brewers have developed a great tasting, fully brewed and fully fermented non-alcoholic lager that stands shoulder-to-shoulder with our other great beers,” Diageo’s Global Head of Beer Mark Sandys, said during the launch event at Dublin 8’s Open Gate Brewery.
“Consumers shouldn’t have to compromise on taste on occasions when choosing not to drink or to moderate their alcohol intake, so we are excited to be offering more choice with our latest innovation from the Open Gate Brewery.”
Guinness made its first venture into the non-alcoholic beer category with Guinness Zero in Indonesia, in an effort to compete within the strict regulatory environment for the sale of alcohol.
Non-alcoholic category opportunity
The launch reflects Diageo’s ongoing interest in the rising low-ABV (3.5%-4.5% ABV) and non-alcoholic drinks category led by the beverage giant’s spirits innovation arm Distill Ventures.
In July 2016, Distill Ventures made an investment in UK-based Seedlip, a non-alcoholic distilled spirits brand aiming to solve the “what-to-drink-when-you’re-not-drinking” dilemma adults face when out at bars and restaurants.
Distill Ventures launched an accelerator program designed for non-alcoholic drinks startups like Seedlip in June 2017.
According to Distill Ventures’ “Drink Trends Spotlight” report, the rise of the lower ABV and non-alcoholic category is driven by consumers who are drinking less but do not want to sacrifice taste and quality when choosing a non-alcoholic drink option.
“When people aren’t drinking alcohol, they don’t want to compromise on the experience they have. This means they expect the same qualities in non-alcoholic drinks, as they would in a cocktail, craft beer, or spirit: a sense of occasion, complex flavors, and considered presentation,” Distill Ventures said.