Sales of no and low alcoholic alternatives of beers have overtaken their boozy originals for the first time as younger generations turn towards sobriety.
Online grocer Ocado has reported that sales of non-alcoholic Guinness 0.0 have skyrocketed past sales of the traditional drink.
In fact, 53 per cent of Guinness deliveries across the UK are made up by the zero per cent drink, the Mail on Sunday has reported.
Shauna Clark Fitzpatrick, a drinks buyer at Ocado, said: "We've seen an uplift in no- and low-alcohol drinks for a while now as consumers become more mindful of their consumption.
The alcohol-free beer was launched in 2020
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"In the last year, we've grown the category by 56 per cent, making it easier than ever for customers to find a drink that suits their needs, whatever the occasion."
First launched in 2020, the brewer started selling the alcohol-free variant, which now makes up around 20 per cent of its total sales.
The brewer insists that the drink “boasts the same beautifully smooth taste, perfectly balanced flavour and unique dark colour” - just without the alcohol.
Guinness has been in good company as a range of Britain’s most loved beer brands have followed suit, with Heineken, Peroni, Moretti and Asahi launching similar options for fans.
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The zero per cent drink has proved to be particularly popular with Gen Z, with hordes of fans up to the age of 28. The brand sells close to £50million worth of Guinness 0.0 each year
The usual variety of Guinness contains 4.2 per cent alcohol - and continues to be a much adored staple up and down the nation.
Even beyond Britain, more than 10 million glasses of Guinness stout are consumed every day around the globe as international fans fawn over the Irish stout.
More than 10 million glasses of Guinness stout are consumed every day around the globe
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Meanwhile, the brand reports that 1.8billion pints are bought every year worldwide, from Ireland to Cameroon.
Ocado has mused that it is not simply the beer market that is experiencing a wave of new interest, with new and trendy products nabbing the high street limelight.
In fact, foodies have raved over brand-new innovative products, with products like flavoured butter jumping in popularity.