Gordon’s is making its first foray into more virtuous booze with two low-alcohol gin and tonic premixes.
The Diageo-owned brand has launched two SKUs in “hint of lime” and “hint of grapefruit” flavours in 250ml bottles into Asda. They are both 0.5% abv, and contain 68 calories per bottle (rsp: £1.49/250ml).
“Gin is booming at the moment 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,” said Diageo general manager for GB, Ireland & France, Charles Ireland.
The launch will be backed by a push across social media and in-store and front-of-store materials.
It’s the latest in a series of significant launches to hit the RTD/premix category in past months - albeit the first to do so with a low or non-alcoholic drink.
Earlier this month, posh gin Opihr announced it was moving into premixed RTDs with a trio of G&T cocktails in ‘stubby’ glass bottles. Edinburgh Gin has also rolled out a duo of canned cocktails, one with posh tonic and the other with rhubarb & ginger gin liqueur.