Non-alcoholic Guinness could one day outsell the real thing amid a surge in demand from health-conscious younger drinkers, according to an executive at maker Diageo.
Guinness 0.0 makes up 3 per cent of all global sales of the Irish stout brand. And consumption doubled across Europe in the year to June.
Asked whether the alcohol-free alternative could overtake the original, Diageo marketing director Anna MacDonald told the Sunday Telegraph: ‘I think it’s possible.
‘The trend [for non-alcoholic beer] is accelerating more than we thought.
‘It is probably slightly more pronounced within the younger generation – health and well-being is a big trend.
Drinking to success: Guinness 0.0 makes up 3 per cent of all global sales of the Irish stout brand
‘It is still a relatively small percentage of people who choose not to drink alcohol at all and, in most cases, people are potentially consuming both alcoholic products and non-alcoholic products within one occasion as it helps them to moderate.’
The traditional alcoholic product is enjoying a resurgence among the young, particularly women.
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