The alcohol-free stout makes its Southeast Asian debut this October, while Guinness and local artist Tobyato return with a customisable jersey collaboration for the new Premier League season.

There are plenty of reasons to reach for a Guinness, but not every occasion calls for alcohol. That is where Guinness 0.0 comes in. The iconic Irish stout is making its Southeast Asian debut in Singapore from October 2026, giving fans another way to enjoy the familiar Guinness experience without the alcohol.

Joining Guinness Draught, Guinness Nitrosurge and Guinness Foreign Extra Stout in Singapore, Guinness 0.0 promises the same dark ruby-red appearance, creamy head and balanced notes of roasted barley, coffee and chocolate, achieved through a cold-filtration process that removes the alcohol while preserving the beer’s flavour.

Guinness 0.0 was developed over four years by the master brewers at St James’s Gate, combining the brewery’s more than 260 years of brewing expertise with the cold-filtration process.

The idea is simple: retain the character of the stout while making it suitable for more occasions. That could mean a weekday lunch, an after-work catch-up or a football screening where you want the ritual of a Guinness without necessarily drinking alcohol.

Claire Chan, Marketing Manager, Guinness, Asia Pacific Breweries Singapore, commented: “People love Guinness. The iconic pint, the taste, the ritual: that’s why its fan base in Singapore keeps growing. As Guinness Draught wins over a wider audience, Guinness 0.0 gives people another way to enjoy the unmistakable taste of a Guinness, even on days or occasions when they choose not to drink alcohol. After all, it’s always a lovely day for it.”

From October 2026 onwards, Guinness 0.0 will be available at participating pubs, bars and restaurants islandwide, as well as selected FairPrice Finest, Cold Storage and Sheng Siong outlets. It will also be available online through RedMart, PandaMart and Shopee.

The Guinness 0.0 launch also arrives alongside the new Premier League season, with Guinness, the Official Beer of the Premier League, returning for a second collaboration with Singaporean artist and illustrator Tobyato.

After the response to last year’s collection, the new Guinness x Tobyato: Season Two collection looks beyond the 90 minutes of football itself and celebrates the rituals that surround matchday.

Because being a football fan can mean just as much about deciding what jersey to wear, figuring out where to eat before kick-off and arguing over the match afterwards as it does about the game itself.

The centrepiece is a limited-edition jersey that comes with interchangeable Food Fan, Fashion Fan and Football Fan patches. Fans can customise their jersey according to the passions and rituals that form part of their own matchday experience.

Tobyato, artist and illustrator, commented: “Singapore is a small country, and our communities are naturally small too. I hope collaborations like these can serve as a bridge for different communities to enjoy together, from football, to food, to fashion and beyond.”

The customisation concept will also come to life at selected Guinness roadshows, where fans can create their own version of the jersey. Details of participating roadshows will be shared on Guinness Singapore’s Instagram, @guinness.sg.

The Guinness x Tobyato collection is available from 15 September 2026, while stocks last. Fans can redeem a complimentary Guinness x Tobyato jersey with a minimum spend of $55 on participating Guinness products, including Guinness 0.0, Guinness Draught in Can, Guinness Nitrosurge and Guinness Foreign Extra Stout.

The promotion rolls out across selected retailers from 15 September, including FairPrice, Cold Storage, Sheng Siong and Shopee, with FairPrice Online joining from 17 September, and RedMart and Cold Storage Online from 30 September.

With Guinness 0.0 arriving just as football season gets underway and a new Tobyato collaboration giving fans something to wear, customise and collect, the brand is essentially giving Singapore two new ways to take part in the Guinness ritual, whether there is alcohol in the glass or not.

For updates on Guinness 0.0 availability and the Guinness x Tobyato roadshows, follow @guinness.sg on Instagram.