Diageo expands no-alcohol portfolio with Rockshore 0.0 

IRELAND – Diageo has launched its first alcohol-free product under the Rockshore brand, introducing “Rockshore 0.0” to consumers in Ireland.  

The new product caters to the growing demand for non-alcoholic alternatives, as more consumers seek to moderate their alcohol intake without compromising on taste. 

According to Diageo, Rockshore 0.0 is brewed with the same four ingredients as the original Rockshore Lager, using a meticulous process to remove alcohol while maintaining the signature taste profile.  

This innovation is part of Diageo’s ongoing strategy to provide trusted non-alcoholic alternatives to its consumers. 

Hilary Quinn, Marketing Director at Diageo Ireland, emphasized the company’s focus on consumer choice and innovation.  

“Rockshore 0.0 is a perfect example of our commitment to providing consumers with the non-alcoholic versions of their favorite beers,” Quinn said. Diageo has seen an 18% increase in demand for non-alcoholic beer in 2023, prompting further investment in this growing category.  

“Rockshore 0.0 is the next step in this journey,” she added. 

Rockshore 0.0 also appeals to health-conscious consumers as a low-calorie option, containing only 14 calories per 100ml.  

A standard 500ml can of Rockshore 0.0 is said to contain just 70 calories, making it a suitable choice for those looking to enjoy beer without the added calories or alcohol. 

The new alcohol-free beer is brewed at St. James’s Gate in Dublin and was launched across the Republic of Ireland and Northern Ireland. It is currently available in packs of four 500ml cans in supermarkets, with plans to expand distribution to additional retailers soon. 

Diageo’s move to expand its non-alcoholic offerings follows the success of its Guinness 0.0 trials in the UK.  

The zero-alcohol stout is currently being offered at select on-trade locations, such as The Devonshire pub in Soho, London, for £6.35 (US$8.34) per pint.  

To meet the growing demand for non-alcoholic Guinness, Diageo has announced a €25 million (US$27.7 million) investment to increase production capacity at its St. James’s Gate brewery in Dublin. 

Ciroc launches Red Berry flavor 

In addition to its efforts in the non-alcoholic beer category, Diageo’s premium vodka brand Cîroc has also expanded its ready-to-drink (RTD) portfolio with the launch of Cîroc Red Berry.  

This new sparkling vodka RTD is made with Cîroc’s popular Red Berry flavored vodka and has an ABV of 5%.  

The product, which combines the flavors of strawberries and raspberries, taps into the fast-growing RTD segment. 

Michael Sotnick, Cîroc’s Brand Experience Manager at Diageo GB, said the introduction of Cîroc Red Berry RTD offers consumers a convenient and accessible way to enjoy ultra-premium flavors, enhancing a variety of occasions.  

The new RTD is now available in select retailers across the UK for an RRP of £2.85 (US$3.17). 

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