Zero alcohol, full responsibility

Encouraging responsible drinking is a core part of Beefeater Gin’s strategy and last year it added a non-alcoholic version of its award-winning London dry gin to its portfolio of drink offerings.

Beefeater Gin’s role as an ambassador for responsible drinking embraces campaigns and programmes that inform both consumers and our employees about the risks of excessive drinking. This responsible message is conveyed at every consumer touchpoint be it on our packaging, communication campaigns, our brand experiential initiatives. It’s a message that is also reinforced through Pernod Ricard’s group-wide Drink More Water campaign that we reprised in March targeting young adults through an engaging digital campaign. 

“At Beefeater, we advocate a culture of moderation, encouraging consumers to enjoy our brands responsibly,” says Laura Rojas, Global Marketing Manager of Strategy Portfolio and Innovation for Beefeater, who highlights that in recent years, there has been an increased level of awareness from consumers around their health and wellbeing. 

This change in consumer behaviour, driven by younger generations has led to a global trend towards non-alcoholic expressions. Volumes in the no-alcohol market increased 35 per cent in FY22 vs FY21¹ and this upward trend is forecast to continue.² At Beefeater Gin, we know that our target audience of urban explorers – those who embrace the vibrancy of city living – are actively looking to make choices that support a more balanced lifestyle. Having choices with lighter alcohol alternatives has a role to play in making lifestyle choices.

Beefeater 0.0% has been crafted for those who choose not to drink alcohol but still want to be part of the occasion.

Laura Rojas

Three years ago, we launched Beefeater Light (ABV 20%) and Beefeater Botanics (ABV27.5%) for those seeking a new way to enjoy the Beefeater Gin experience with friends, but without the full-strength alcohol content. In 2024, we went a step further with the launch of our first no-alcohol gin, Beefeater 0.0% – again removing the need for consumers to compromise or miss out on the occasion.

“Many people would prefer not to drink alcohol, or drink in moderation. However, the fear of missing out (FOMO) is a constant in their lives. They want to make the most of every day and many moments of conviviality start with a cocktail,” says Laura. “Beefeater 0.0% has been crafted for those who choose not to drink alcohol but still want to be part of the occasion. Within this broader audience, we have the so-called Substituters; consumers who are also drinking full-strength spirits but are looking to moderate their consumption by alternating with non-alcoholic options.”

There is an opportunity for flavoured gins and other new opportunities in the non-alcoholic space, as the trend for no or low alcohol continues to carry the mood.

Laura Rojas

Despite the growing trend for ‘no-alcohol spirits’, we deliberately chose not to rush launching a non-alcoholic gin; we wanted to ensure that we landed an expression that credibly represented the Beefeater profile and delivered a genuine and elevated drinking experience. In what was a true team effort, we took our time to get our no-alcohol expression just right. 

Laura adds: “Delivering a great tasting experience can be challenging but we worked with experts in the field of liquid development and importantly had clarity on the brand’s profile and our target market. Beefeater 0.0% has generated a lot of excitement and together with its packaging brings the spirit of our heart and home – to life.”

Inspired by the original Beefeater London Dry Gin, Beefeater 0.0% maintains the brand’s iconic citric and juniper-forward profile (but without the alcohol of course), creating a perfectly balanced and refreshing drinking experience. Produced by adding the essence of Beefeater London Dry Gin’s classic recipe to the base, the botanical profile is achieved by using exclusively natural flavours, retaining the experience and attitude consumers have come to know and love about Beefeater.

Beefeater 0.0% was launched initially in Spain – it is our biggest market and there is a high level of awareness – some 54 per cent of consumers are reducing or considering reducing the consumption of alcohol, to support a more balanced lifestyle³. “The no and low alcohol market is very established in Spain driven mainly by beers, but we have also seen a clear shift in behaviour towards moderation,” says Laura. 

The next stage for Beefeater 0.0% is a global rollout but the future looks bright for further expressions to tap into the theme of moderation. “There is an opportunity for flavoured gins and other new opportunities in the non-alcoholic space, as the trend for no or low alcohol continues to carry the mood,” adds Laura.

Beefeater 0.0% was a passion project and a labour of love. We wanted to develop a liquid that delivered the full Beefeater experience our consumers have come to know and love. We know that drinking habits are changing. Our zero alcohol gin, gives consumers a choice, without them having to compromise.

Murielle Dessenis, VP Marketing Global Gins