Hayman’s moves into alcohol-free sector
London-based gin producer Hayman’s has expanded its portfolio with the launch of its first zero-ABV product.
The launch of Hayman’s London 0% comes just two years after the company revealed its low-alcohol ‘spirit’, London Light. The 12.5% ABV product was an “evolution” of the brand’s Small Gin expression.
The new alcohol-free liquid is said to have flavours of juniper, coriander and citrus, reminiscent of the brand’s signature gin.
James Hayman, co-owner and fifth-generation family member, said: “Just like our great-great grandfather who in the 1860s redefined and pioneered London gin to the style we enjoy today, we too continue to innovate, creating our London 0%.
“So, while we stay true to our heritage, we also evolve to offer drinkers more choice – and with the launch of London 0%, we can now offer the gin drinker a full range from Old Tom to London Dry to London Light, our mid-strength, and now London 0%.”
The company recommends serving the product chilled straight from the fridge with tonic water and a citrus garnish.
Hayman’s London 0% will launch in November and will retail at £18 (US$23.50) per 700ml bottle.
In the UK, it will initially be available from Amazon and other online retailers, as well as directly from the Hayman’s website.
B Corp-certified Hayman Distillers also produces the Respirited Vodka and Merser Rum brands.
Hayman Distillers will open a brand home for Merser Rum in southwest London later this year.
Miranda Hayman, of family-owned Hayman’s Distillery, recently reflected on 20 years at the company.
Analytics company GlobalData recommends retailers expand their low/no options during the Christmas season to attract a bigger share of Gen Z consumers.
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