Beefeater 0.0 takes to the world stage

In 2024, Beefeater first introduced its non-alcoholic, Beefeater 0.0%, for those who choose not to drink but still want to enjoy social occasions.

Originally launched in Spain, Beefeater 0.0% is now being rolled out globally, and for good reason. Changing consumer behaviour has led to a significant global trend toward non-alcoholic spirits. Volumes in the no-alcohol market are expected to grow by 10% CAGR, while gin comprises more than half of the offerings from spirits companies in the non-alcoholic drinks sector¹.

Its target audience of urban explorers – those who embrace the vibrancy of city living – is actively looking to make choices that support a more balanced lifestyle. And lighter alcohol alternatives play a role in helping them make lifestyle choices. Notably, Beefeater 0.0 is an opportunity to attract a new audience, with initial feedback indicating that three in four shoppers of the drink were new to the Beefeater brand. 

Developing a zero-alcohol spirit requires an entirely different mindset and approach. The process is significantly longer due to the complexity of recipe formulation and the extensive stability testing needed. Without alcohol – an inherent stabiliser – the liquid is more vulnerable over time, so any recipe must maintain its organoleptic integrity throughout its shelf life. 

Moreover, because the category is still emerging and the equity of the Beefeater brand is a top priority, it rigorously validates its non-alcoholic products through consumer testing before they are launched to the public. 

“We made sure our final blend would resonate with both gin enthusiasts and mindful drinkers. This meant conducting extensive blind tastings, refining the formula multiple times, and only launching once we had a product that could confidently stand alongside a classic G&T,” says Raphaëlle Nizou, New Product Development Manager. “With non-alcoholic spirits, we continuously rework the recipe to keep improving, but 0.0 has exceeded our expectations. It lets people fully enjoy the moment without compromise and it has been rewarding to see a growing number of markets eager to distribute Beefeater 0.0%, reflecting the rising demand for high-quality, inclusive options.”