In a culture where pub visits remain central to social life, with 80% of Irish people visiting pubs to connect with friends (Bounce Research 2023), the stigma around “not drinking” still lingers. Research shows that 1 in 3 people feel left out when they’re not drinking on a night out (Pulse 2022). Guinness 0.0 is challenging this perception, promoting a shift toward inclusive social behaviors by showing that connection, belonging, and celebration can thrive without alcohol.
At the All Together Now festival, Guinness 0.0 created Ireland’s first non-alcoholic bar, the T0.0ucan Pub, providing an environment where socializing wasn’t linked to alcohol consumption. By curating a vibrant experience of live performances and shared “Guinness moments,” the T0.0ucan Pub gave festival-goers a full social experience that encouraged moderation and sparked conversations around the evolving role of alcohol in social settings. This activation was a clear statement: alcohol isn’t essential to enjoying meaningful social gatherings.
Guinness 0.0’s success in changing perceptions was evident in post-event surveys, with 62% of attendees feeling that the pub fit well within the festival’s spirit and ranking as the 5th most popular experience. The T0.0ucan Pub demonstrated Guinness 0.0’s commitment to driving positive social change and fostering inclusivity. This initiative lays a foundation for future non-alcoholic activations, positioning Guinness 0.0 as a leader in promoting a balanced, inclusive approach to socializing – one that champions community and connection above all.
