Guinness is the latest global brewery to offer a non-alcoholic option, and for its Canadian launch, the Diageo brand is focusing on the product’s “magical” properties.

Nadia Niccoli, head of marketing for Diageo tells strategy that in addition to TV, digital and social ads, the brand is also using digital screens at Yonge-Dundas Square and hosting a “magic hour” at the busy intersection for today’s new brew launch. The activation includes an interactive performance with mentalist/psychological illusionist, Kevin Hamdan.

The Yonge-Dundas event thematically ties into the brewing process, which Niccoli claims is quite magical in that none of the Guinness flavour is lost, and that the alcohol is carefully filtered out and is absent of any “thermal stress.”

There are also giveaways, with the brand introducing a new Guinness vending machine in Toronto, Montreal, Calgary and Vancouver in the coming weeks. The vending machines, Niccoli says, will elevate the experience and bring “that magic to people and get them to try [the product].”

Diageo’s liquid-to-lips efforts are aimed at “true fans,” she says, but more specifically, those of legal drinking age to about 39. According to the marketer, phase two of the campaign, which lands in the next two months, will be “enticing” and social-based.

According to Future Market insights, the non-alcoholic beer market is projected to grow at a CAGR of 8% over the next decade, worth nearly USD $44 billion by 2032.

InBev rival Corona launched its first non-alcoholic beer last year, while closer to home, Muskoka joined the fray this summer through the launch of Veer.

Narrative and Touché are supporting the Guiness launch.