Log in or Register for enhanced features | Forgotten Password?
White Papers | Suppliers | Events | Report Store | Companies | Dining Club | Videos
Alcoholic
Spirits
Return to: DBR Home | Alcoholic | Spirits

Gordon’s introduces two ultra low-alcohol gin variants

DBR Staff Writer Published 19 June 2018

Diageo-owned Gordon’s London Dry Gin has launched new ultra low alcohol gin and tonic flavoured drink across the UK and Europe.

The new product offers a low alcohol by volume (ABV) gin alternative with all the depth of flavour and complexity of a classic Gordon’s Gin and Tonic.

It comes in two variants Ultra Low Alcohol G&T with a hint of lime and Gordon’s Ultra Low Alcohol G&T with a hint of grapefruit.

The gin features less than 0.5% ABV and 68 calories per serve.

The new product was developed at Gordon’s R&D team at Woodside in Hertfordshire.

The liquid contains all the botanicals found in Gordon’s London Dry Gin along with a small amount of the distillate, which is extracted from the still to infuse further flavour into the product.

Diageo aims to tap the booming gin market. Recent figures from the Wine and Spirit Trade Association (WSTA) show that gin sales in the UK have reached £1.5bn in 12 months up to March, which is equivalent to 55 million bottles.

Apart from booming gin, a growth in low and no-alcohol drinks has been noticed. In the UK, the value of non-alcoholic wine grew by 66% and non-alcoholic beer grew by 37%.

Gordon’s ultra low alcohol, Great Britain, Ireland and France general manager Charles Ireland said: “Gin is booming at present and there is currently a real unmet demand from consumers for a credible low or non-alcoholic gin alternative that has the same depth of flavour and sense of occasion as an alcoholic drink.

“I’m therefore delighted to see the launch of Gordon’s Ultra Low Alcohol G&T - a fantastic addition to the market that aims to meet this consumer demand.”

Each of the 250ml bottles cost £1.49 and £4.99 per a pack of four.

Besides Gordon’s Diageo’s other no and low alcohol portfolio includes Guinness Open Gate Pure Brew, a low ABV lager, Malta Guinness and Orijin Zero produced in Nigeria. It has also invested in SEEDLIP, a non-alcoholic distilled spirit via Distill Ventures.


Image: Gordon’s new ultra-low alcoholic gin and tonic. Photo: Courtesy of Diageo.