Sunday, March 3, 2024

Pernod Ricard ramps up activity in no-alcohol category with Beefeater 0.0%

Pernod Ricard has made a significant addition to its no-alcohol brand portfolio 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, says: “We are proud to be 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.”

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.

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