Diageo Bets on Guinness Zero to Boost Sales
Diageo aims to introduce its alcohol-free Guinness Zero in every UK pub that serves the original stout on draught. The company is relying on the growing demand for non-alcoholic beverages to regain investor confidence amid falling sales.
Strategic Push for Non-Alcoholic Drinks
After the departure of CEO Debra Crew in July, Diageo is preparing to update investors on its performance. The FTSE 100 company, known for brands like Johnnie Walker whisky and Smirnoff vodka, is focusing on the rising trend of no and low alcohol consumption to revive its market position.
Interim boss Nik Jhangiani stated the company can capitalize on the shift towards drinking in moderation, despite a nearly 30% drop in Diageo’s shares this year.
Guinness Zero’s Market Impact
Launched in pubs in 2022, Guinness Zero has quickly become the UK’s best-selling alcohol-free beer. It now makes up 14% of all beer produced at the historic St James’s Gate Brewery in Dublin.
To accommodate the growing production of Guinness Zero, Diageo is planning to relocate some of its non-beer brands away from the Dublin brewery.
Cultural Spotlight
The brand has gained additional attention following the release of Netflix’s drama House Of Guinness, starring Louis Partridge, which premiered a month ago.
“Dark stuff: Louis Partridge stars in hit Netflix series House Of Guinness.”
Author’s summary: Diageo is leveraging the rapid rise of Guinness Zero to fuel growth and investor optimism amid changing drinking habits and a strategic focus on low-alcohol beverages.
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