Gordon’s launches low-ABV ready-mixed cocktails in the on-trade

The gin producer, owned by Diageo, will launch its two flavoured, low-alcohol gin and tonics in bars and pubs, after the initial release of the pre-mixed drinks at supermarkets and other off-trade locations in June.

It seems the rise in demand for low-ABV drinks isn’t going to stop any time soon. As the drinks business reported earlier this year, more people are seeking low-alcohol and alcohol-free alternatives than ever before.

People are making an effort to be more health-conscious and the perceived social stigma of these drinks is far less existent nowadays than previously. 52% of people in a OnePoll funded by Carlsberg agreed that no-alcohol beer has become more socially acceptable in the past two years.

It was also found that while men are more likely to consume low- or no-alcohol alternatives at home, women were more likely to try it on a night out. And Gordon’s has taken note of this opportunity.

Their “ultra-low-alcohol” G&Ts are now available in the on-trade market. The two drinks, one flavoured with lime and the other with grapefruit, had previously only been available in the off-trade, retailing for £1.49 for a single 250ml glass bottle, or £4.99 for a four-pack.

In addition to non-alcoholic ‘spirits’, the value of non-alcoholic wine in the UK rose by 66% last year, and non-alcoholic beer by 37%, according to figures released by Nielsen in August 2017.

Hywel Evans, innovation commercialisation manager at Diageo, which owns Gordon’s, said: “We know there is a credible opportunity for branded spirits within the low and non-alcohol 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.

“With the non-alcohol category in 22.2% category growth, 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.”

Both 250ml glass bottle flavours have an RRP of £3.89.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Rioja Masters 2019

Deadline : 1st August 2019

Champagne Masters 2019

Deadline : 12th August 2019

Click to view more

The Global Organic Masters 2019

View Results

Cabernet Sauvignon Masters 2019

View Results

Click to view more