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Non-alcoholic Guinness beer could one day outsell the original amid a surge in demand from health-conscious young drinkers, according to an executive at beer maker Diageo.
Guinness 0.0 accounts for 3 per cent of global sales of the Irish stout brand. And consumption doubled across Europe in the year to June.
Asked whether the alcohol-free alternative could outperform the original, Diageo marketing director Anna MacDonald told the Sunday Telegraph: “I think it’s possible.
‘The trend (of non-alcoholic beer) is accelerating more than we thought.
‘It’s probably a little bit more pronounced among younger generations – health and wellness is a big trend.
Drinking for success: Guinness 0.0 accounts for 3 percent of the Irish stout brand’s global sales
‘It is still a relatively small percentage of people who choose not to drink alcohol at all and, in most cases, people potentially consume both alcoholic and non-alcoholic products on the same occasion, as it helps them to moderate.’
The traditional alcoholic product is experiencing a revival among young people, especially women.
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