UK – British alcoholic beverages giant Diageo has launched an alcohol-free variant of its popular gin brand Tanqueray as part of efforts to align itself with shifting preferences of alcohol consumers.
According to the alcoholic drinks major, the alcohol-free gin alternative is crafted from the same distilled botanicals as Tanqueray London Dry including juniper, coriander, angelica and liquorice.
“Individually immersed in water, the botanicals are heated and then distilled to create the ‘distinct flavours’ associated with Tanqueray,” Diageo said in a statement.
Tanqueray master distiller, Terry Fraser said: “we are incredibly proud to be bringing gin drinkers that juniper and citrus led taste they’re expecting from Tanqueray when they choose not to drink alcohol.”
Tanqueray 0.0% is also positioned as a low-calorie option, with only 6 calories per 50ml.
“we are incredibly proud to be bringing gin drinkers that juniper and citrus led taste they’re expecting from Tanqueray when they choose not to drink alcohol.”
Tanqueray master distiller, Terry Fraser
Declining alcohol sales
Alcohol sales globally have been declining as consumers switch to healthier alternatives.
The shift was particularly accelerated during the pandemic when a large group of consumers became concerned about their health and made dietary and behavioural changes to boost their immunities.
The shift had a significant impact on beer sales of major alcoholic brewing giants, Diageo included.
A report by IWSR Drinks Market Analysis alcohol consumption in the United States dropped for the third-straight year with consumers preferring alternatives instead.
The decline in alcoholic consumption-beer being the most affected segment-has forced alcohol manufactures to create alternatives such as alcohol-free variants and hard seltzers which seem to augur well with consumers.
Heineken’s 0.0 beer has for instance been a market success, registering double digit growth in 2020 while the standard beer segment of the world’s second largest beer company registered sale declines in almost all regions apart from Asia.
Diageo’s alcohol free portfolio
The new product marks Diageo’s latest addition to its alcohol-free portfolio and follows in the footsteps of Gordon’s 0.0%.
The alcohol-free alternative joins Tanqueray’s brand portfolio including No. Ten, Rangpur, Flor de Sevilla and recently launched Blackcurrant Royale.
Pedro Mendonça, global reserve director, Diageo’s luxury collection, added: “We believe people shouldn’t have to compromise on quality and taste when they want to enjoy a drink that has no, or low, alcohol.”
Tanqueray 0.0% will be available to purchase from March across Spain and the UK. Plans are also underway to have the product rolled out to further markets later in the year.
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