L2N Sep 20 green nd

Spare a thought for the little guy: until Gordon’s 0.0% hit the market, innovative start-ups were leading the way in non-alcoholic spirits. But since Diageo made its move almost a year and a half ago, the spirits giant has absolutely dominated the market.

Now it’s hoping to strengthen its position further, with a new non-alcoholic version of its pink gin. The omens for the NPD’s success are good: the core alcoholic Gordon’s Pink gin was indisputably one of the most successful drinks launches of the last ten years.

There is, of course, the argument that a rising tide floats all boats. That having bigger, recognisable brands in the category gives it credibility and encourages trust.

Indeed, as The Grocer’s Low & No category report reveals, the total low & no category is having a goldrush moment, with sales up 19.8% to £262.1m over the last year in UK retail alone [Kantar 52 w/e 20 February 2022]. Brands big and small can be emboldened by that.

But with huge names quickly expanding their portfolios, even the pluckiest of contenders could end up struggling to make waves going forward. Only time will tell.

So what’s in this newsletter?

First up, The Grocer offers an all-encompassing look at where the category stands in 2022. Then Beverage Daily rounds up the latest low & no NPD from around the globe.

Low2NoBev 2022 will take place from 26-28 September at London’s Olympia. For more information on the show, visit www.low2nobev.com

Innovation watch: New no and low alcohol launches around the globe

Gordon’s launches alcohol-free version of its pink gin

The teetotal gold rush: low & no alcohol drinks category report 2022

Fentimans ‘optimistic’ for its growth despite cost pressures

Equinox kombucha exceeds £950k crowdfunding target in two weeks