Gordon’s and Beefeater launch spirits for no and low-alcohol market

Big-name gin brands Gordon’s and Beefeater have launched new drinks for those looking to cut down their alcohol consumption.

Gordon’s new non-alcoholic spirit Gordon’s 0.0% is designed to echo the juniper-led character of its classic London Dry Gin, but without the alcoholic strength (or the calories, with just 24 of them per serving).

The non-alcoholic spirit went on sale in Tesco stores and online through Amazon in late December, followed by other retailers in January.

It follows a string of new non-alcoholic releases to hit the market in 2020, including Warner’s 0% Botanic Garden Spirits and Salcombe Distilling’s NLL.

Charlotte Gibbon, GB head of marketing at Gordon’s, said: “At Gordon’s we are committed to providing choice for different occasions and we don’t think people should have to miss out on the flavour or experience when choosing an alcohol-free drink. Gordon’s 0.0% has been created to ensure that consumers still get to enjoy the delicious taste of Gordon’s, even if they’re opting not to drink alcohol.”

Meanwhile the Gin Hub at Pernod Ricard, the company behind Beefeater, has launched a lower-alcohol version of its classic London dry spirit.

Beefeater Light is made with the same nine botanicals that go into the original London Dry Gin – but with only half the alcohol, at 20% ABV. It has launched alongside a bottle redesign for the brand.

Beefeater Light launched in Spain in January, one of Europe’s biggest markets for no and low-alcohol drinks (according to research, at least 50 per cent of bars and restaurants in the country have no or lower-alcohol options on their menus).