INTRODUCING… GORDON’S FIRST EVER ULTRA-LOW-ALCOHOL PRE-MIXED DRINKS RANGE
GORDON’S, the number one gin[i], has today announced the introduction of two ultra-low-alcohol gin & tonic flavoured sparkling variants. Featuring less than 0.5% ABV and 68 calories per serve, the pre-mixed drinks provide a premium low ABV alternative for consumers during those social occasions when they choose not to drink or want to moderate their intake of alcohol.
Available across grocery and convenience channels from 18th June, Gordon’s Ultra Low Alcohol G&T flavoured drinks are made with best-selling Gordon’s London Dry Gin distillate. Perfectly blended with natural fruit extracts to produce two flavour variants; Gordon’s Ultra Low Alcohol G&T with a Hint of Lime and Gordon’s Ultra Low Alcohol G&T with a Hint of Grapefruit, consumers can expect a low-alcohol drink that doesn’t compromise on taste and contains the same botanicals as a classic Gordon’s London Dry Gin and tonic.
The launch comes at a time when gin continues to be booming. According to the latest market report from the Wine and Spirit Trade Association (WSTA) gin sales in the UK reached £1.5 billion (US$2bn) in the 12 months to March 2018, the equivalent of almost 55 million bottles.
Commenting on the launch of Gordon’s Ultra Low Alcohol, Charles Ireland, General Manager for Great Britain, Ireland and France, said: “Gin is booming at present and there is currently a real unmet demand from consumers for a credible low or non-alcoholic gin alternative that has the same depth of flavour and sense of occasion as an alcoholic drink. I’m therefore delighted to see the launch of Gordon’s Ultra Low Alcohol G&T – a fantastic addition to the market that aims to meet this consumer demand.
“Consumers are at the heart of our business and we’re passionate about bringing them new and exciting socialising experiences, whether they choose to drink on these occasions or not. The launch of Gordon’s Ultra Low aims to do just that and I look forward to seeing its success.”
Chris Brooks, Senior Innovation Commercialisation Manager, Diageo, comments; “We know there is a credible opportunity for branded spirits within the low and non-acoholic category, with non-alcoholic wine up 66% and non-alcoholic beer showing 37% value growth.[ii] 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”.
The launch will be supported via social media, with shopper plans also available with scalable mechanics, including front of store and product display driving penetration.
Independent research has found that the majority of consumers expect to find low or no alcohol drinks to be sold in a dedicated low/no bay situated in the alcohol aisle[iv]. The recommendation from Gordon’s is to merchandise accordingly, or where no such bay exists, to stock alongside adult premium soft drinks or alcoholic ready to drink products.
Both 250ml glass bottle variants contain less than 0.5% ABV, with a RRSP of £1.49 for a single bottle, or £4.99 for a 4 pack.
[i] Nielsen Apollo Spirits Sector volume performance R12 Mar 17 vs LY
[ii] Nielsen Total off trade, UK, MAT to 22.08.17, total value and MAT growth
[iii]Gin represents 4% of Diageo’s net sales and grew 16% with broad based growth across all regions. Tanqueray and Gordon’s in Europe were the largest contributors to growth as both brands grew double digit : Source: Diageo interim results January 2018, Page 19: https://www.diageo.com/PR1346/aws/media/4357/diageo_f18_h1_interim_results_press_release.pdf
[iv] Neilsen Bases II July 17 GB