Liquor company Pernod Ricard has launched Beefeater 0.0% to join its zero alcohol portfolio.
Beefeater 0.0% is produced by adding the essence of Beefeater London Dry Gin’s recipe to the base, keeping the latter’s taste – minus the alcohol.
“Beefeater 0.0% is our very first zero alcohol expression, which captures the energy of our timeless London classic but without the alcohol,” said Murielle Dessenis, global VP for marketing gins at The Absolut Group, a company under Pernod Ricard.
“We are proud to introduce an elevated option to the non-alcohol category, removing the need for consumers to compromise or miss out on the occasion.”
Pernod Ricard will initially launch Beefeater 0.0% in Spain, complementing Beefeater’s existing moderated drinking range.
Last year, the company opened a production line in Thuir, France, for the production of non-alcoholic drinks, research and development, and innovation.