Pernod Ricard is expanding its portfolio in the UK with the launch of Beefeater 0.0% to meet growing consumer demand for alcohol-free alternatives.
Beefeater 0.0% draws inspiration from the original Beefeater London Dry Gin, maintaining its signature citric and juniper-forward profile while eliminating alcohol. The new expression is made by infusing the essence of Beefeater’s classic recipe into a non-alcoholic base, using only natural flavours to create a “balanced and refreshing drinking experience”.
The brand noted that market insights show a significant shift in consumer behaviour, with approximately 60% of UK adults engaging in ‘zebra striping’, the practice of alternating between alcoholic and non-alcoholic beverages during drinking occasions.
Beefeater 0.0% is positioned to complement this trend, with the brand promoting a range of non-alcoholic cocktails, including the Beefeater 0.0 and Tonic, as well as alternatives like the N0.0groni, Tom C0.0llins, and L0.0NDON Mule.
Ian Peart, Commercial Director for Pernod Ricard UK, said: “We are proud to be bringing the no-alcohol category elevated options, removing the need to compromise or miss out on the convivial occasion. We see moderation as something that we have always done, and it leans into the existing premiumisation trend as consumers become more aware and choiceful about what and when they drink.”
The launch of Beefeater 0.0% follows a successful introduction in Spain, Beefeater’s largest market, where it has been available since January 2024. The brand noted that 75% of shoppers in Spain engaging with Beefeater 0.0% are new to the brand, coming from categories such as beer and soft drinks.
Beefeater 0.0% will start rolling out across the UK on-trade sector from September.
