Guinness 0.0 launching into wholesalers

The variant will retail between £3.50 and £4.50 for a 4x440ml pack and will be supported by a consumer marketing campaign including a TV advert.

Brand owner Diageo said Guinness 0.0 taps into the increasing demand for high-quality and great tasting no- and low-alcohol options.

For those choosing not to drink alcohol, Guinness 0.0 is a “low-calorie option” with just 17 calories per 100ml.

This means a standard can of alcohol-free Guinness 0.0 contains less than 75 calories.

Neil Shah, head of Guinness GB, said: “We are incredibly pleased to have Guinness 0.0 back on shelves and in pubs and have put in place additional quality assurance measures to make sure this really is the best alcohol-free Guinness possible.

“So, even if you choose not to drink an alcoholic drink, you can still enjoy an iconic pint of Guinness without the alcohol.”