Gordon’s launches alcohol-free ‘spirit’By Lucy Shaw
Gordon’s has launched a juniper-led, alcohol-free ‘spirit’ made with the same botanicals as its London Dry Gin using a recipe that’s a closely guarded secret.
Priced at £14 a 70cl bottle, Gordon’s 0.0% went on sale today at Tesco stores throughout the UK and online at Amazon.
The alcohol-free ‘spirit’ is made using the same botanicals found in Gordon’s London Dry Gin, to give those abstaining from alcohol a similar taste experience. According to brand owner Diageo, Gordon’s 0.0% has a “bold, juniper-led character you expect from the brand”.
Gordon’s 0.0% is aimed at consumers who are opting not to drink but are “tired of compromising on taste”.
Charlotte Gibbon, GB head of marketing at Gordon’s said: “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.
“Gordon’s 0.0% has been created to ensure that consumers still get to enjoy the taste of Gordon’s, even if they’re opting not to drink alcohol.”
Anita Robinson, marketing director at Diageo GB, added: “Our innovation team at Gordon’s has combined years of expertise and historic gin distilling knowledge to create a credible alcohol-free experience.
“Gordon’s 0.0% is created by distilling the same botanicals used in Gordon’s London Dry Gin. These botanicals are individually immersed in water, heated and then distilled before being blended together to capture the essence of Gordon’s in a delicious alcohol-free alternative.
“This special 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.”
Robinson recommends enjoying Gordon’s 0.0% over ice with tonic and a wedge of lime.