Gordon's paves the way for pre-mixed G&T's to join low alcohol fixture
Gordon’s is introducing two ultra-low alcohol pre-mixed gin & tonic variants.
The drinks, which feature less than 0.5% abv and 68 calories per serve, are designed to provide a premium low abv alternative for consumers during social occasions when they want to moderate their intake of alcohol.
The two variants – 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, are now available to grocery and convenience channels.
Charles Ireland, general manager for Great Britain, Ireland and France, said: “Gin is booming at present and there is currently a real unmet demand from consumers for a credible low or non-alcoholic gin alternative that has the same depth of flavour and sense of occasion as an alcoholic drink. I am therefore delighted to see the launch of Gordon’s Ultra Low Alcohol G&T – a fantastic addition to the market that aims to meet this consumer demand.
“Consumers are at the heart of our business and we are passionate about bringing them new and exciting socialising experiences, whether they choose to drink on these occasions or not. The launch of Gordon’s Ultra Low aims to do just that and I look forward to seeing its success.”
Chris Brooks, senior innovation commercialisation manager, Diageo, said: “We know there is a credible opportunity for branded spirits within the low and non-alcoholic category, with non-alcoholic wine up 66% and non-alcoholic beer showing 37% value growth. Gordon’s Ultra Low Alcohol G&T provides a unique spirit-based drink positioned under the strength of the Gordon’s brand name. It utilises our meticulously perfected distillant techniques to ensure that the final product does not compromise on taste or quality.
“in the first half of this year, Gordon’s grew double digit in Europe and there is a real opportunity to make no or low alcohol drinking experiences as good as alcoholic drinking experiences. We are therefore confident that this premium low-alcohol offering will provide a great sales opportunity for retailers.”
The 25cl glass bottle variants contain less than 0.5% abv and are priced £1.49 for a single bottle or £4.99 for a four-pack.