English spirits producer The British Honey Company has entered the low-alcohol category with the launch of a 0.5% ABV ready-to-drink (RTD) 'gin' and tonic.The new "ultra-low-alcohol" pre-mixed product is the latest line extension to The British Honey Company’s honey-infused spirit brand Keepr's. Oli Williams, commercial director, The British Honey Company, said: “Premium RTDs have been a growing part of the category in the last 12 months. “We have seen a maturing of the RTD offering from standard pre-mixed drinks into better quality craft G&Ts, exotic cocktails and wines. There has also been a surge in popularity for low/no-alcohol products in response to changing consumer behaviours and healthier lifestyles, particularly from younger consumers. “We are therefore extremely excited to be tapping into both the premium RTDs and low/no-alcohol consumer trends with our game-changing ultra-low-alcohol G&T flavoured drink.” The new Keepr’s Ultra Low Alcohol Gin & Tonic has been infused with 12 botanicals, including coriander and cardamom, and a splash of the firm’s British honey. It is described as having “herbaceous and spice” notes along with natural quinine to create the distinct characteristics of a G&T. Williams added: “Whether you are a designated driver or you are simply trying to cut back on alcohol and sugar this product allows consumers to explore their sober curiosity and it really delivers on both taste and satisfaction.” Packaged in a 250ml bottle, the RTD can be served over ice with a wedge of lime and sliced ginger. Available to both the on- and off-trade and online from The British Honey Company’s website and Amazon, Keepr’s Ultra Low Alcohol Gin & Tonic is priced at RRP £2.75 (US$3.50) per 250ml bottle. It is also available in cases of 12. Earlier this year, The British Honey Company acquired Dodd’s Gin owner The London Distillery Company for an undisclosed sum. A number of spirits producers have moved into the low-alcohol sector over the past few years. In June 2018, Diageo-owned Gordon’s created two “ultra-low-alcohol” pre-mixed 'gin' and tonic sparkling beverages.
Glenfiddich owner William Grant & Sons entered the low-alcohol category with the launch of 0.5% abv ‘spirit’ Atopia in June last year. London distiller Hayman's also tapped into low-alcohol with its Small Gin, an expression said to be “so rich in botanical character” only 5ml is needed to create a gin and tonic.