DUBLIN, 5 February 2026 — Diageo announced today that Guinness 0.0, the alcohol-free version of the brand's flagship draught stout, will launch in ten new markets during 2026: Australia, Brazil, India, Japan, Mexico, Norway, Poland, South Africa, Sweden, and the United Arab Emirates.
The launch follows a five-year run-up that has, by the company's own description, exceeded internal expectations year on year since the original UK and Ireland release in 2020.
The wider trend
Non-alcoholic beer is the single fastest-growing category in global brewing. Volumes globally are forecast by IWSR to grow at roughly 7% CAGR through 2028 — against essentially flat growth in alcoholic categories. The under-35 demographic is driving most of the change. In some Western markets, more than 40% of drinkers in their twenties now buy non-alcoholic beer at least occasionally.
For Guinness, which already enjoys disproportionately strong brand recognition relative to its volume share, a credible non-alcoholic line-up is a natural extension. The 0.0 product is engineered to pour identically to the draught — same nitrogen cascade, same creamy head — which makes the social ritual of ordering and drinking it indistinguishable from the alcoholic version.
What to expect in the new markets
Initial distribution will be in keg and can format. Bottle is expected from late 2026. Pricing in each market is positioned roughly in line with the alcoholic draught (alcohol-free beer is, perhaps surprisingly, expensive to produce; the cold-filtration step adds cost rather than removing it).
