Gordon’s Pink goes alcohol-free

Diageo has expanded its non-alcoholic offering with the release of a zero-ABV Gordon’s Pink bottling.

The world’s biggest gin brand moved into pink gin in 2017, with the product selling more than one million cases in its first two years.

Nielsen data showed that Gordon’s Pink has been the biggest spirits launch in the on- and off-trade in the last five years, Diageo said.

The company has now rolled out a 0.0% ABV version of Gordon’s Premium Pink in the UK.

The resulting liquid offers flavours of raspberry and strawberry, as well as redcurrant.

According to recent Kantar data cited by the brand, research showed adults aged under 45 years old account for more than a quarter of all spend in the non-alcoholic category, versus 18% for total alcohol.

The launch is part of the brand’s innovation strategy and follows the release of new products including Gordon’s 0.0% and flavoured bottlings Tropical Passionfruit and Morello Cherry.

Jessica Lace, head of Gordon’s Great Britain, said: “With the alcohol-free trend showing no signs of slowing down, we are delighted to offer a new alcohol-free alternative to Gordon’s Premium Pink Distilled Gin which allows consumers to enjoy the great flavours of Gordon’s but without any of the alcohol.

“We are committed to providing choice for different occasions and we don’t think people should have to miss out on the flavour or the experience when choosing an alcohol-free drink.”

The expression is recommended mixed with tonic or lemonade, and garnished with strawberries. A 700ml bottle is priced at RRP £15 (US$19.70).

In November 2021, the gin brand was given a packaging makeover with flavour and sustainability in mind.

In February last year, Diageo expanded its alcohol-free ‘spirits’ portfolio with the creation of a 0.0% ABV version of Tanqueray.