In June, Diageo reported that sales of Guinness 0.0 more than doubled year-over-year globally. Guinness holds the leading market share position in three of the largest non-alcoholic markets: the U.K., U.S., and Germany, per Diageo’s Capital Markets Day 2023 report. 

As the non-alcoholic spirits category is forecast to grow with a CAGR of 11% between 2022 and 2027, according to IWSR, the Diageo brand sees Guinness 0.0 as a “big growth driver,” said Dasgupta. 

“We can use this opportunity [with the Premier League] to really scale up and strengthen our responsible drinking messages,” he said.