Diageo has launched its alcohol-free Gordon’s gin alternative, Gordon’s 0.0%, in a new mixed ready-to-drink (RTD) can.

The new format launch follows the supplier’s launch of Gordon’s 0.0% in December. According to Diageo, Gordon’s 0.0% was the leading brand within no- and low-alcohol spirits in terms of value sales in January 2021.

Diageo unveils alcohol-free Gordon’s 0.0%

The new RTD can is currently available at Sainsbury’s and from wholesalers, with the supplier planning a wider convenience rollout throughout 2021.

Diageo is hoping for high uptake of the new format this summer, with the no- and low-alcohol RTD category currently experiencing off-trade growth of 30%.

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Charlotte Gibbon, GB head of marketing at Gordon’s, said: “Following the huge success of Gordon’s 0.0%, we have expanded the range and introduced Gordon’s 0.0% mixed with tonic in a ready-to-drink can. This product is a convenient way for people to enjoy a delicious alcohol-free option – especially during upcoming summer occassions as the days get longer and warmer.

“We know that people don’t want to compromise on taste and experience when opting to go alcohol-free. This exciting innovation offers a solution for those on-the-go consumers who still want to enjoy the zesty taste of Gordon’s but are choosing not to have alcohol.”

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