The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Pernod Ricard has announced an addition to its no-alcohol brand portfolio with its latest innovation, Beefeater 0.0%. The new 0% ABV spirit is inspired by the original Beefeater London Dry Gin. The brand says it maintains its citric and juniper-forward profile but without alcohol, providing a balanced and refreshing drinking experience. Beefeater 0.0% is made with Beefeater London Dry Gin’s classic recipe as the base, with the botanical profile achieved using natural flavours. The new crystal-clear spirit is characterised by citrus aromas, most notably orange and lemon, and is accompanied by underlying botanicals such as juniper, coriander and angelica. Murielle Dessenis, global VP marketing gins for The Absolut Group, said: “Over the last few years, we have seen the trend toward more mindful consumption increasing, as consumers become more health conscious. As a consequence, they are changing the way in which they drink or socialise with others.” She continued: “We truly believe in conviviality, whether you choose to drink alcohol or not, and we are proud to be bringing to the no-alcohol category an elevated option, removing the need to compromise or miss out on the occasion. Beefeater 0.0% is our very first zero alcohol expression, which captures the energy of our timeless London classic but without the alcohol.” Beefeater 0.0% will initially launch in Spain for an RRP of €13.50.