Gordon’s, the UK’s favourite gin brand, is launching new alcohol-free option Gordon’s 0.0% (0.0% ABV) on 21st December available via Amazon and in store at Tesco. In a 70cl format, Gordon’s 0.0% is made using the same finest distilled botanicals as Gordon’s London Dry Gin, providing the bold, juniper-led character which has helped to make Gordon’s renowned the world over. Following the initial launch, Gordon’s 0.0% will before rolling out across wholesale and other supermarkets from 3rd January.
With low and no alcohol spirits currently the fastest growing segment within the alcohol category in the UK, at +33% across the Off Trade , the new innovation chimes with current consumer behaviour which has seen people increasingly looking for choice for different occasions.
Following a unique distillation process, which involves each botanical being individually immersed in water, heated and then distilled before being expertly blended together, Gordon’s 0.0% perfectly captures the essence of Gordon’s and offers a delicious alcohol-free alternative without having to compromise on taste and experience.
Charlotte Gibbon, GB Head of Marketing at Gordon’s says, “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. At Gordon’s, we are commited 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.”
Anita Robinson, Marketing Director Diageo GB said: “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.”
Gordon’s SKU’s currently occupy the top eight spots in the impulse channel and Gordon’s 0.0% follows a raft of innovation from the Gordon’s portfolio which sees it continue to go from strength-to-strength. Gordon’s 0.0% joins recent innovations such as Gordon’s Sicilian Lemon Distilled Gin (37.5%ABV) and Gordon’s Premium Pink Distilled Gin (38% ABV) – which launched in 2017.
1Nielsen/CGA RSV MAT to Oct 20; Best Selling Gin refers to Sales Value. Gordon’s has sold £821m Sales Value in MAT, vs its next biggest competitor at £188m Sales Value.
2 Nielsen UK Total No & Low Category Sales, 52 week, w.e 05.09.20
3 Nielsen Scantrack Data w/e 3.10.20