Beefeater 0.0 makes play for UK
Pernod Ricard UK-owned gin maker Beefeater will bring its 0.0% ABV London Dry alternative to the UK in September.
Beefeater 0.0 is said to have been crafted for those who choose not to drink but still want to be part of the occasion, and has been inspired by the original Beefeater London Dry Gin.
The alcohol-free expression maintains the brand’s citric and juniper-forward profile, which has been achieved by using exclusively natural flavours.
Ian Peart, commercial director for Pernod Ricard UK, commented: “We are proud to be bringing the no-alcohol category elevated options, removing the need to compromise or miss out on the convivial occasion.
“We see moderation as something that we have always done. For us, moderation leans into the existing premiumisation trend as consumers become more aware and choiceful around what and when they drink. Specifically, the trend towards non-alcoholic alternatives is an exciting opportunity that will open up even more consumption occasions.”
The brand noted that 60% of UK adults have turned to ‘zebra striping’ – the act of alternating between alcohol and non-alcoholic drinks during one occasion. As such, Beefeater 0.0 has been designed to complement the cocktail occasion with a hero serve, Beefeater 0.0 and Tonic, which stays true to its ‘iconic’ original London Dry Gin.
The expression can also be used to create the brand’s non-alcoholic alternatives to classic gin cocktails, such as The ‘N0.0groni’, the ‘Tom C0.0llins’, and the ‘L0.0ndon Mule’.
Beefeater 0.0% has been available in Spain, its largest market worldwide, since January 2024. The brand has found that in this market, 75% of shoppers are new to the Beefeater brand and come from categories beyond gin, such as beer and soft drinks.
Beefeater 0.0% will be available in the UK across the on-trade from September 2025.
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