DIAGEO PM: The new Gordon's Pink 0.0%

24-Jul-2023 - Germany

Following the highly successful launch of its non-alcoholic alternative Gordon's 0.0% in 2021, DIAGEO, one of the world's largest


producers of premium spirits, is continuing its success as a series:

Starting in July 2023, the new Gordon's Pink 0.0% variety will be available to retailers. Its direct predecessor, Gordon's 0.0%, advanced to market leader in the Nielsen Non Alcoholic Spirits category in a very short time - promising prospects for a continuation with the new, fruity Gordon's Pink 0.0%.

Attractive and delicious - an indispensable addition to the rangeWiththe new non-alcoholic alternative Gordon's Pink 0.0%, the typical juniper-dominated botanicals of gin fuse with the fruity flavors of raspberries, strawberries and red currants to create a delicious new taste experience. With its bright pink color, the drink creates a fascinating, attractive play of color - a real eye-catcher for the shelf and secondary placement. The best prerequisites for Gordon's to significantly expand its 40% market share in the Nielsen Non Alcoholic Spirits category.

Right on trend and highly welcomeGordon's Pink 0.0% appeals to young adults - especially the female target group. It delights with its new, fruity note and turns every girlfriend get-together into a special highlight. Particularly in this target group, the trend towards more conscious consumption is clearly pronounced: consumers: inside no longer want to compromise here and are looking for products that are exciting and tasty, but can be enjoyed carefree on a regular basis. Gordon's Pink 0.0% offers a welcome alternative here.

Market data gives the green lightGordon's Pink 0.0% picks up on changing consumer behavior and brings with it favorable market forecasts: 38% of German consumers are reducing their alcohol consumption. Non Alcoholic Spirits is seeing a 69% increase in customers switching from beer, wine and soft drinks to non-alcoholic alternatives, and particularly with these non-alcoholic alternatives increasing basket value. As a result of increasing consumption and rising purchase frequency, the share of the non-alcoholic segment is forecast to increase more than 6-fold from 2022 to 2026 - corresponding to an increase in value of 120 million euros for Germany alone.

With top sellers to top salesDerivedfrom the recipe of the best-selling gin in Germany and worldwide - Gordon's Gin - Gordon's 0.0% took the sales lead in its segment. The new non-alcoholic Gordon's Pink 0.0% benefits from the traction of this brand and its quality standards. Just like the two top sellers, Gordon's Pink 0.0% is made only from the very finest botanicals - and perfectly rounded off by a composition of natural fruit notes. And as with its direct predecessor, the launch of the new Gordon's Pink 0.0% will be supported by extensive media and PoS activities. Summer can come now - this time it will be pink!

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

Other news from the department business & finance

Most read news

More news from our other portals

Meat from the laboratory