Gordon’s Pink is going alcohol-free.
The Diageo brand has rolled out a new 0.0% version of its enduring berry-flavoured spin-off.
The “vibrant” NPD “perfectly balances sweet flavours of raspberry and strawberry blended with tangy redcurrant and the finest distilled botanicals”, said Diageo, adding it was “perfect for enjoying with friends or for creating great-tasting non-alcoholic cocktails”.
“With research showing adults aged under 45 account for over a quarter of all spend in the non-alcoholic category, vs 18% total alcohol, Gordon’s Premium Pink 0.0% is set to capitalise on growing momentum seen in the non-alcoholic category as people continue to seek more options during more occasions,” the spirits giant added.
Diageo was “committed to providing choice for different occasions and we don’t think people should have to miss out on the flavour or the experience when choosing an alcohol-free drink”, added Jessica Lace, head of Gordon’s GB.
It’s the latest in a series of non-alcoholic versions of its core drinks from Diageo, which already sells 0% versions of the core Gordon’s, as well as Tanqueray.
It comes as sales of non-alcoholic spirits are soaring. Over Dry January 2022 alone, Gordon’s 0.0% raked in £962k in sales – an 89.7% increase on the same period the prior year – while Tanqueray 0.0% pulled in £672k over the month [NielsenIQ 4 w/e 29 January 2022].
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