Tanqueray expands alcohol-free range
Diageo-owned Tanqueray gin has added a new expression to its alcohol-free range inspired by the flavours of Seville, called Tanqueray Flor de Sevilla 0.0%.
The new citrus-flavoured alcohol-free ‘spirit’ became exclusively available to purchase from Amazon on 1 April, and will be available to buy from selected Sainsbury’s stores in the UK from 23 April. A wider market roll-out is planned to follow later this year.
Lucy Barrett, marketing manager for alcohol-free spirits at Diageo GB, commented: “With 38% of consumers looking to moderate [according to Alcovision data from June 2022], it is more important than ever to provide a range of alcohol-free drink options for consumers to enjoy.
“For those looking to moderate without compromising on quality, Tanqueray Flor de Sevilla 0.0% is the perfect alcohol-free alternative and ideal for those relaxed early evening moments.
“The original Tanqueray Flor de Sevilla is popular all year round and is associated with a wide range of occasions. The lead serve – Sevilla & Tonic – in particular is known for its light, refreshing taste, making it ideal for summer socialising.
“The new Tanqueray Flor de Sevilla 0.0% will complement our existing portfolio offering in these moments by providing an alcohol-free choice.”
Inspired by Charles Tanqueray’s original Flor de Sevilla recipe, the new 0.0% alcohol-free bottling has been crafted to offer ‘a bold, bittersweet taste of the sun-soaked Mediterranean’ with balanced, zesty flavours of Sevilla orange, orange blossom and Tanqueray London Dry’s core botanicals.
The expression joins the brand’s existing alcohol-free variant – Tanqueray 0.0% – which is the second best-selling alcohol-free spirit in the off-trade according to February’s off-trade value sales data from Nielsen, cited by the brand.
The new innovation follows the launch of Tanqueray’s first global marketing campaign since 2018, which invites people to ‘Live Magnificently’ by actively choosing to make the moment ‘as special as it can be’.