Guinness Ireland has unveiled its first non-alcoholic lager beer as it looks to tap into a growing consumer trend of declining alcohol consumption or no alcohol consumption.

The new creation which is called ‘Pure Brew’ was developed at Diageo’s Open Gate experimental brewery at St. Jame’s Gate in Dublin. According to Guinness, the beer will be unveiled to 250 pubs in the Irish capital this January and to the rest of the country from March.