Diageo bought well-known alcohol-free brand Seedlip in 2019 and launched alcohol-free alternatives to Gordon’s and Guinness towards the end of last year.
Eduardo Barp, Diageo Global Travel’s Managing Director, said: “With alcohol-free and low-alcohol options becoming increasingly popular, social occasions must cater for those who are looking for alternative drink options when they choose not to drink an alcoholic beverage, but don’t want to feel like they are missing out.
“Our team continues to put consumers at the heart of our business and we’re proud to offer travellers a new choice for different occasions. Tanqueray 0.0% is the next step within our ‘balanced drinks choices’ growth pillar, a commitment we made while announcing our ambitious category strategy last year.
LOW/NO-ALCOHOL TO REACH $1BN IN GLOBAL TRAVEL BY 2030
“The balanced choices pillar of our category strategy represents a significant opportunity for growth as we expect the non-alcohol and low alcohol category to reach $1bn in Global Travel by 2030.
The launch of Tanqueray 0.0% is an important step towards recognising the potential of this category.”
To mark the launch activations will go live in Amsterdam in October and across Spain and the UK from early 2022.
Tanqueray 0.0% will be available at a suggested retail price of €13.50 for a 70cl bottle and will be available at airports including Amsterdam, Copenhagen, Frankfurt, Hamburg and Oslo from October 2021 and Heathrow, Gatwick, Malaga, Barcelona and Madrid from early 2022.
“Boasting unmistakeable flavours from the classic Tanqueray London Dry gin, this new liquid provides all the taste, yet zero alcohol,” said Diageo.
“Tanqueray 0.0% has been crafted using the same distinct blend of quality botanicals used in the making of Tanqueray London Dry gin, including piney juniper, peppery coriander, aromatic angelica and sweet liquorice.”
According to Diageo, the botanicals are individually immersed in water, heated and then distilled before finally being blended together.
Tanqueray 0.0% is also labelled a ‘low-calorie option’ at only 6kcals per 50ml serving. This is not inclusive of tonics as they vary considerably, said Diageo.