IRELAND – Diageo has announced an additional €30 million investment into expanding the production of Guinness 0.0 at its St James’s Gate facility in Dublin, Ireland.  

This latest round brings Diageo’s total investment in the production of its non-alcoholic Guinness variant to over €60 million (US$64.9M) since its debut in 2021.  

With this capital injection, about 14 percent of the production at St James’s Gate will be dedicated to Guinness 0.0, enabling an annual output capacity of approximately 176 million pints. This marks a doubling of production from 2023 levels. 

Aidan Crowe, Operations Director for Beer at Diageo Ireland, expressed confidence in Guinness 0.0’s market impact, highlighting that St James’s Gate has become a global hub for the product.  

“Guinness has a long history of innovation and delivering products of the highest quality, and we continue to do that through Guinness 0.0 – producing the same great taste, quality, and premium experience that people have come to expect from a brand like Guinness, just without the alcohol,” said Crowe.  

He added that this latest investment solidifies the brand’s position as a leader in premium non-alcoholic beverages, extending its reputation for quality and innovation. 

Currently, Guinness 0.0 is available on draught in 1,700 pubs across Ireland, with plans to reach 2,000 outlets by Christmas.  

The product has experienced strong consumer demand, a trend echoed across the non-alcoholic drinks sector.  According to Diageo, non-alcoholic beer sales in Ireland grew by 18 percent last year.  

Guinness 0.0 draught saw an impressive near-50 percent surge in volume sales between February 2023 and February 2024.  

Crowe confirmed that this additional investment would support further growth and meet the rising demand for non-alcoholic alternatives.  

“Today’s investment is further evidence of our commitment to Guinness 0.0 and underpins the bright future we see for the non-alcoholic category,” he stated. 

The non-alcoholic sector’s success in Ireland has contributed significantly to Diageo’s net sales growth in the region, which increased by 7 percent in Fiscal Year 2024, with Guinness leading on-trade share gains.  

Beyond Ireland, Diageo has initiated the expansion of its spirits manufacturing capabilities in Tabanan, Bali, Indonesia.  

The 8,800-square-meter addition aims to strengthen Diageo’s production reach in the Asia-Pacific region, although the company has not disclosed expected increases in production capacity. 

Additionally, Diageo has submitted a Proposal of Application Notice (PAN) to redevelop its Talisker Scotch whisky distillery on the Isle of Skye, Scotland.  

Plans include demolishing existing production facilities to construct a modern, more sustainable distillery aimed at increasing Talisker’s output. 

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE