Beefeater debuts non-alcoholic variant

French firm Pernod Ricard has released Beefeater 0.0% as the first alcohol-free line extension to come from the group's international brands.

The expression (0.04% ABV) is said to be inspired by the full-strength Beefeater gin by maintaining its citrus and juniper-forward flavour profile. The essence of Beefeater’s core London Dry gin recipe has been added to the base of the non-alcoholic product, while the botanical profile was created with ‘natural’ flavours. Beefeater 0.0% carries ‘dominant’ citrus aromas of orange and lemon, alongside juniper, coriander and angelic. The taste is described as dry with citrus notes. Murielle Dessenis, global vice-president of marketing, gins for The Absolut Group, said: “Over the last few years, we have seen the trend toward more mindful consumption increasing, as consumers become more health-conscious. “As a consequence, they are changing the way in which they drink or socialise with others. We truly believe in conviviality, whether you choose to drink alcohol or not, and we are proud to be bringing to the no-alcohol category an elevated option, removing the need 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.” Pernod Ricard said the launch of its alcohol-free variant coincides with strong growth for the category. Citing IWSR 2022 data, the no-alcohol category grew by 35% in volume and is set to increase by 11.7% (CAGR 2022-2027), due to the mindful consumption trend. The key serve for Beefeater 0.0% is mixed over ice with Indian tonic water and garnished with a lemon wheel. Beefeater 0.0% will debut in Spain for €15.34 (US$16.70) per 700ml. Pernod Ricard’s low-and-no subsidiary is based in France and includes brands such as Ceder’s and Celtic Soul. The group’s venture capital division also acquired a minority stake in New Zealand-based non-alcoholic cocktail brand AF Drinks last summer. Pernod Ricard saw organic sales fall by 2% in the first quarter of fiscal 2024, with a 3% decline for its international strategic brands. Fellow global spirits company Diageo has non-alcoholic versions of its Gordon's, Gordon's Pink and Tanqueray gins, as well as Captain Morgan rum.