February 26, 2021

Drinks giant Diageo has launched a new alcohol-free version of Tanqueray London Dry Gin which will be available in Spain and the UK from March. The suggested retail price is £16 per 70cl bottle in British supermarkets.

Alcohol-free and low-alcohol products are an expanding market segment that is expected to deliver 23% of the growth in adult drinks over the next three years. According to drinks analyst IWSR, while 2020 was a challenging year for beverage alcohol, demand for no- and low-alcohol beer, wine, spirits, and ready-to-drink products continued to increase.

Last year the sector gained a 3% share of the total beverage alcohol market while global volume is forecast to leap 31% by 2024 says a new strategic study from IWSR. A number of brands have come into the no- or low-alcohol alternatives sector as a result, the latest being Tanqueray 0.0%.

According to Diageo, Tanqueray 0.0% is a zero-alcohol and low-calorie alternative with no compromise on taste because it is made from the same botanicals as the original. They include piney juniper, peppery coriander, aromatic angelica and sweet liquorice.

Tanqueray master distiller, Terry Fraser, commented: “The botanicals are individually immersed in water, heated and then distilled before being blended. This special distillation process is a closely guarded secret, known only to a handful of people.”

IWSR CEO Mark Meek commented: “Brand owners will have an important role to play in the future development of no- and low-alcohol as increasing the breadth of products available to consumers, and increasing their price points, will support category growth and broaden its appeal.”

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