Gordon’s is making low-alcohol ready-mixed cocktails that taste like a G&T

Gin giant Gordon’s is launching two low-alcohol, ready-mixed cocktails this year as consumers’ cravings for low ABV drinks continues to grow.

The beverages, which go on sale in the off-trade on 18 June, are made with Gordon’s London Dry Gin distillate, combined with natural fruit extracts to produce two flavour variants; lime, and grapefruit.

Both 250ml glass bottle variants contain less than 0.5% ABV, and retail at £1.49 for a single bottle, or £4.99 for a four-pack.

The value of non-alcoholic wine in the UK rose by 66%  last year, while non-alcoholic beer showed 37% value growth, according to figures released by Nielsen in August 2017.

At the beginning of this year, Spiros Malandrakis, head of alcoholic drinks research at Euromonitor International, predicted that lower alcohol drinks would be one of the drinks trends to watch in 2018. 

Recognising the shift towards lower ABVs, the UK government opened up a public consultation in March on the descriptors used to refer to low alcohol products so that people can make “informed choices” following the recent growth of the sector.

Seedlip Drinks, the Diageo-backed non-alcoholic distilled spirit, launched in the US in 2017 after a successful first year in the UK, targeting health-conscious millennials.

“We know there is a credible opportunity for branded spirits within the low and non-alcoholic category,” said Chris Brooks, parent firm Diageo’s senior commercialisation manager.

“Gordon’s Ultra Low Alcohol G&T provides a unique spirit-based drink positioned under the strength of the Gordon’s brand name. It utilises our meticulously perfected distillant techniques to ensure that the final product does not compromise on taste of quality.

“In the first half of this year, Gordon’s grew double digit in Europe[iii] and there is a real opportunity to make no or low alcohol drinking experiences as good as alcoholic drinking experiences. We are therefore confident that this premium low-alcohol offering will provide a great sales opportunity for retailers.”