Diageo introduces alcohol-free Gordon’s gin alternative in UK

Diageo has expanded its Gordon’s gin portfolio with a new alcohol-free option, in an effort to tap into the low- and no-alcohol spirits segment.

Gordon’s 0.0% is made using the same distilled botanicals as Gordon’s London dry gin, providing a ‘bold juniper-led character’.

“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,” said Charlotte Gibbon, GB head of marketing at Gordon’s.

She added: “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.”

With a 0.0% ABV, the drink is made with a unique distillation process which involves each botanical being individually immersed in water, heated and then distilled before being blended together.

Anita Robinson, marketing director Diageo GB, said: “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.”

The alcohol-free gin alternative will initially launch today via Amazon and in Tesco stores for an RRP of £14, followed by a further roll out across wholesale and other supermarkets from 3 January.

The new alcohol-free variant comes after recent innovations from the brand such as a Sicilian lemon variant and a premium pink gin.