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April 12, 2021

Diageo adds pre-mix G&T to Gordon’s 0.0%

Diageo is strengthening its alcohol-free armoury with a gin-&-tonic pre-mix variant from Gordon's 0.0% in the UK.

By Jason Ingle

Diageo is strengthening its alcohol-free armoury with a gin-&-tonic pre-mix variant from Gordon’s 0.0% in the UK.

Four months after debuting the zero-alcohol version of gin brand Gordon’s, the group is launching a 25cl can RTD from the extension in the UK off-premise. Debuting in Sainsbury’s stores this week, Gordon’s 0.0% and Tonic will be released more widely to the channel in the coming weeks.

The SRP is GBP1.60 (US$2.20) per 25cl can and GBP5.50 per four-pack.

“Following the huge success to the market of Gordon’s 0.0%, we have expanded the range,” said Diageo’s head of marketing for Gordon’s in the UK, Charlotte Gibbon. “We know that opting to go alcohol-free, especially whilst you’re out socialising, often means having to compromise on taste and experience.

“This … innovation offers a solution for those on-the-go consumers who still want to enjoy … Gordon’s but are choosing not to have alcohol.”

Earlier this year, Diageo launched a 0%-abv version of its premium gin flagship brand, Tanqueray.

How COVID has accelerated the trend towards sobriety – consumer trends

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