The Absolut Group is meeting customers’ growing need for alternate consumption options with the launch of Beefeater 0.0%.
Inspired by the original Beefeater London Dry Gin, Beefeater 0.0% maintains the brand’s iconic citric and juniper-forward profile but without the alcohol,
Produced by adding the essence of Beefeater London Dry Gin’s classic recipe to the base, the botanical profile is achieved by using exclusively natural flavours, retaining the experience and attitude consumers have come to know and love about Beefeater.
Murielle Dessenis, global VP marketing gins for The Absolut Group, notes the group’s pride in bringing to the no-alcohol category an “elevated” option, removing the need for consumers to compromise or miss out on the occasion.
“Beefeater 0.0% is our very first zero alcohol expression, which captures the energy of our timeless London classic but without the alcohol,” Dessenis added.
Pernod-Ricard aims to become a key player in the no-alcohol industry, selling real premium spirit experiences in all categories, among which the award-winning Ceder’s, Seagram’s 0.0% or even ready-to-drink propositions, with Suze Tonic Zero.
Significant investments have been made to support this ambition, with a new state-of-the art production line, opened in autumn 2023 in Thuir, in the south-east of France. This will serve as a one-stop shop at the service of the non-alcohol spirits production, R&D and innovation for Pernod Ricard globally.
Beefeater 0.0% will launch initially in Spain, where it will complement Beefeater’s existing moderated drinking range, offering a complete range of low and no options to consumers.
