DIAGEO: The new Gordon's Pink 0.0%


Following the hugely successful launch of its non-alcoholic alternative Gordon's 0.0% in 2021, DIAGEO, one of the world's biggest producers of premium spirits, is continuing its success as a series: From July 2023, the new Gordon's Pink 0.0% variety will be available to retailers. Its direct predecessor, Gordon's 0.0%, advanced to market leader in the Nielsen category Non Alcoholic Spirits in a very short time - promising prospects for a continuation with the new, fruity Gordon's Pink 0.0%.

Gordon's Pink 0.0%
© Diageo Germany GmbH
Source:  Company news

Attractive and delicious - an indispensable addition to the rangeWith the new non-alcoholic alternative Gordon's Pink 0.0%, the gin-typical juniper-dominated botanicals fuse with the fruity flavours of raspberries, strawberries and red currants to create a new delicious taste experience. With its bright pink colour, the drink creates a fascinating, attractive play of colours - a real eye-catcher for the shelf and secondary placement. The best prerequisites for Gordon's to significantly expand its market share in the Nielsen category Non Alcoholic Spirits from 40 %.

Fully on trend and highly welcome - Gordon's Pink 0.0% appeals to young adults - especially the female target group. It delights with its new, fruity note and makes every girlfriend get-together a special highlight. Especially in this target group, the trend towards more conscious consumption is clearly pronounced: consumers: inside no longer want to make compromises here and are looking for products that are exciting and tasty, but can be enjoyed carefree on a regular basis. Gordon's Pink 0.0% offers a welcome alternative here.

The market data give the green light - Gordon's Pink 0.0% picks up on changing consumer behaviour and brings with it favourable market forecasts: 38% of German consumers are reducing their alcohol consumption. Non Alcoholic Spirits is seeing a 69% increase in customers switching from beer, wine and soft drinks to non-alcoholic alternatives, and especially with these non-alcoholic alternatives increasing basket value. According to the forecast, the share of the non-alcoholic segment will increase more than 6-fold from 2022 to 2026 due to growing consumption and increasing purchase frequency - which corresponds to an increase in value of 120 million euros for Germany alone.

With top sellers to top sales - Derived from the recipe of the best-selling gin in Germany and worldwide - Gordon's Gin - Gordon's 0.0% set itself at the top of sales in its segment. The new non-alcoholic Gordon's Pink 0.0% benefits from the traction of this brand and its quality standards. Just like the two top sellers, Gordon's Pink 0.0% is made only from the very finest botanicals - and perfectly rounded off by a composition of natural fruit notes. And as with its direct predecessor, the launch of the new Gordon's Pink 0.0% is supported by extensive media and PoS activities. Summer can come now - this time it will be pink!

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