Gin brand Gordon’s has joined the zero alcohol party, launching a new alcohol-free option: Gordon’s 0.0%.
Available in a 70cl format, the brand said the new variant is made using the same distilled botanicals as Gordon’s London Dry Gin, retaining its bold, juniper-led character.
The launch aims to tap into the low and no alcohol trend, which currently is the fastest growing segment within the alcohol category in the UK, at 33 per cent across the Off Trade [Nielsen].
“We are extremely excited to be introducing Gordon’s 0.0% into the UK market. With the low and no trend showing no signs of slowing down, we are delighted to offer a new alcohol free alternative which allows consumers to enjoy the same great taste of Gordon’s without any of the alcohol,” commented Charlotte Gibbon, GB head of marketing at Gordon’s.
Anita Robinson, marketing director at Diageo GB, added: “Combining years of experience and historic Gin distilling knowledge, our expert innovation team at Gordon’s has created a truly special product at 0.0% ABV which also remains true to the brand’s heritage and has been made by distilling the same botanicals used in Gordon’s London Dry Gin.
“Our distillation process is a closely guarded secret, known only to a handful of people and we are incredibly proud to be bringing gin drinkers that juniper led taste they’re expecting from Gordon’s when they choose not to drink alcohol.”
Following the initial launch at Amazon and Tesco, Gordon’s 0.0% will be rolling out across wholesale and other supermarkets from 3 January.