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First Guinness 0.0%, now Gordon’s 0.0%. The scope of Diageo’s ambition for the low & no category is fast becoming clear.

2020 saw a steady trickle of bigger spirits brands begin to launch non-alcoholic versions of their core drinks. But the entrance of Gordon’s, the UK’s biggest gin brand, into the category, is a gamechanger.

Gordon’s has distribution and brand equity by the boatload. And Diageo has the logistical and financial heft to get Gordon’s 0.0% in front of more shoppers than most small brands could dream of.

So what does this mean for the wider category? Does a rising tide lifts all boats? Gordon’s 0.0% certainly has the potential to lure incremental shoppers to low & no.

But, at £14 per 70cl bottle, it also significantly undercuts a huge swathe of other brands, whose price points may now face greater scrutiny from cash-strapped shoppers - especially as the scale of economic fallout from Covid 19 becomes clear over the coming months.

Independents and craft brands may end up having to work harder now that the behemothic Gordon’s has encroached on their territory. Time will tell.

So what’s in this newsletter?

First, The Grocer takes a look at the latest low and non-alcoholic NPD. The Morning Advertiser examines how coronavirus has shaken up pubs’ drinks offers. And Beverage Daily shines a light on a new American non-alcoholic spirit brand.

The Low2NoBev exhibition will take place at London’s Old Truman Brewery from 9 - 10 June 2021. For more information visit low2nobev.com

The Evolving Low and No Landscape Panel Debate - Watch now!


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