Gin giant goes low

LOW-alcohol, low-calorie pre-mixed Gordon’s and tonic drinks have been launched in the on-trade by Diageo in a bid to meet what it said is growing demand from consumers for a low or non-alcoholic gin alternative.

A blend of Gordon’s London Dry gin distillate and natural fruit extracts, Gordon’s Ultra Low Alcohol G&T with a Hint of Lime and Gordon’s Ultra Low Alcohol G&T with a Hint of Grapefruit feature less than 0.5% ABV and 68 calories per 250ml serve.

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Diageo’s Hywel Evans said the drinks “don’t compromise on taste or quality”.

“We know there is a credible opportunity for branded spirits within the low and non-alcoholic category, where consumers are increasingly searching for viable alternatives during those social occasions when they choose not to drink or want to moderate their alcohol intake,” said Evans.

“We are confident that this premium low-alcohol offering will provide a great sales opportunity for licensees, particularly when many consumers are looking for low and no-alcohol alternatives in the new year.”

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