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UK: Gordon’s pushes into ‘low & no’ with 0.0% spirit

Spirits giant Diageo is taking its Gordon’s into ‘low & no’ with a 0% version of the massive gin brand.

Gordon’s 0.0% is claimed to contain “the same finest distilled botanicals as Gordon’s London Dry Gin” with “the bold, juniper-led character which has helped to make Gordon’s renowned the world over”.

It is made with “a unique distillation process, which involves each botanical being individually immersed in water, heated and then distilled before being expertly blended together”, said Diageo (RSP: £14/70cl).

This development makes Gordon’s by far the biggest spirits brand so far to launch a non-alcoholic version of its core liquid. 

“Our distillation process is a closely guarded secret, known only to a handful of people and we are incredibly proud to be bringing gin drinkers that juniper-led taste they’re expecting from Gordon’s when they choose not to drink alcohol,” said Diageo GB marketing director, Anita Robinson. 

It launched into Amazon and Tesco in December 2020, ahead of a wider rollout in wholesale and supermarkets from 3 January.

The launch marks the latest in a series of major moves in ‘low & no’ from Diageo. October saw it launch a non-alcholic Guinness, to much fanfare. However that fanfare was shortlived – Guinness 0.0% was recalled amid fears some cans contained a microbiological contamination.


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