Guinness begins rolling a non-alcoholic lager in Ireland this month. Pure Brew has been developed at Open Gate, Diageo’s experimental brewery at St James’s Gate in Dublin. Pure Brew will be available in 250 pubs in Dublin to start, nationwide beginning in March.
Unlike other non-alcoholic beers, Pure Brew is a fully-fermented beer. Most others are full-strength beers with the alcohol eventually removed through evaporation, a process many maintian also removes flavor. Pure Brew is the result of two years of experimentation, has been developed using a special yeast strain so that it is a fully fermented beer.
“Consumers shouldn’t have to compromise on flavour just because they want to moderate,” lead brewer John Casey told The Irish Times. “With Pure Brew we wanted to give people a taste experience comparable to regular beer.”