Diageo is launching an alcohol-free version of its popular Tanqueray Gin, as the supplier looks to capitalise on growth in the category.

Tanqueray 0.0% launches today in 70cl bottles at an RRP of £16 in Sainsbury’s, with availability in other national supermarkets, at wholesale, and in independent convenience to follow in April.

Diageo launches Gordon’s Sicilian Lemon

The product launch comes as Diageo estimates that alcohol-free and low-alcohol choices are expected to deliver 23% of total adult drinks growth over the next three years.

It is Diageo’s second recent alcohol-free product launch from a gin brand, following Gordon’s 0.0% in December, which the supplier says is already the top-selling alcohol-free spirit in the off trade.

Diageo unveils alcohol-free Gordon’s 0.0%

Diageo uses the same blend of juniper, coriander, angelica and liquorice that it uses in alcoholic versions of the gin.

Anita Robinson, Diageo’s UK marketing director, said: “We know that people are increasingly making more conscious decisions about what they consume, but this doesn’t mean that they should have to compromise on taste or experience.

“Our aim was to ensure that we retain Tanqueray’s distinctive flavours of piney juniper and faint lemon zest which, when mixed with the perfect serve, is exquisite in taste. Tanqueray 0.0% delivers a truly authentic, vibrant alcohol-free experience that captures the spirit of Tanqueray perfectly.”

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