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Tanqueray launches 0.0% alcohol-free spirit

Tanqueray has launched a non-alcoholic variant of its classic gin: Tanqueray 0.0%.

The product has been made using the same mix of botanicals as the brand's original London Dry Gin: juniper, coriander, angelica and liquorice. It is the second new expression to join the Tanqueray range this month, after Tanqueray Blackcurrant Royale.

It comes two months after fellow Diageo brand Gordon's launched its 0.0% non-alcoholic spirit, which has already become a top seller in the no and low category in the off-trade.

Other gin brands to add no and low-alcohol products to their stable in the past six months include Warner's, Salcombe Distilling and Beefeater. It taps into a fast-growing trend for low-alcohol and alcohol-free alternatives, which according to the Drinks International Brands Report 2021 will make up 23 per cent of adult drinks over the next three years.

Tanqueray master distiller Terry Fraser said: "Our expert innovation team has combined years of expertise and historic gin distilling knowledge to create a credible alcohol-free experience.

"Tanqueray 0.0% is created by distilling the same botanicals used in Tanqueray London Dry Gin. These botanicals are individually immersed in water, heated and then distilled before being expertly blended together to capture the essence of Tanqueray in a delicious alcohol-free alternative. 

"This special distillation process is a closely guarded secret, known only to a handful of people and we are incredibly proud to be bringing gin drinkers that juniper and citrus-led taste they're expecting from Tanqueray when they choose not to drink alcohol."

Anita Robinson, GB marketing director at Diageo, added: "We know that people are increasingly making more conscious decisions about what they consume, but this doesn't mean that they should have to compromise on taste or experience. We are proud to be launching Tanqueray 0.0%, a delicious alternative for those who choose not to drink for whatever reason."

Tanqueray 0.0% will be available in 70cl bottles from today in Sainsbury's and in all other national supermarkets from April.

22 February 2021 - Bethany Whymark