Diageo has launched Gordon’s 0.0 in the UK, an alcohol-free version of its famed gin made using the same botanicals as the London Dry expression.

Anita Robinson, marketing director Diageo GB, said: “Our expert innovation team at Gordon’s has combined years of expertise and historic gin distilling knowledge to create a credible alcohol-free experience.

“Gordon’s 0.0% is created by distilling the same botanicals used in Gordon’s London Dry Gin. These botanicals are individually immersed in water, heated and then distilled before being expertly blended together to capture the essence of Gordon’s in a delicious alcohol-free alternative.

“This special distillation process is a closely guarded secret, known only to a handful of people and we are incredibly proud to be bringing gin drinkers that juniper-led taste they’re expecting from Gordon’s when they choose not to drink alcohol.”

Low and no alcohol spirits is currently the fastest growing segment within the alcohol category in the UK, growing by 33% across the off-premise (Nielsen, w/e 5/9/20).

In Australia, beverage retailers Dan Murphy’s and BWS saw sales of non-alcoholic drinks more than double in the 2020 financial year alone, becoming one of their fastest growing categories.

Adam Fry, General Manager of Buying & Merchandising at Endeavour Group, attributed the rise in non-alcoholic beverage consumption to shifting consumer trends.

“This is a reflection of a broader trend where consumers are choosing to moderate, with particular interest from customers in metro areas,” he told Business Insider. “We expect this trend to continue.”

Gordon’s 0.0 is available to order from Amazon and in store in Tesco supermarkets in the UK. It will be released in further retailers from January 3, priced at the equivalent of $AU25 per 700ml bottle. No word yet on its Aussie release.

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