Gordon’s taps into consumer behaviour with alcohol-free spirit

By Éilis Cronin in Alcohol 4th January 2021

Gordon’s has launched an alcohol-free variant, Gordon’s 0.0%, following an initial launch in December 2020 in Tesco.

The 700ml variant retails at £14 and is made with “the same finest distilled botanicals as Gordon’s London Dry Gin”.

Brand owner Diageo said low- and no-alcohol spirits is currently the fastest growing segment within the alcohol category in the UK, up by 33% across the off-trade.

It said the new launch follows consumer behaviour which “has seen people increasingly looking for choice for different occasions”.

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