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Pernod Ricard UK is expanding its portfolio with the launch of Beefeater 0.0%, marking the iconic gin brand's first foray into the non-alcoholic spirits category. This move aligns with the growing consumer demand for alcohol-free alternatives and reflects a broader trend within the alcohol industry towards moderation and wellness.

Beefeater 0.0% draws inspiration from the original Beefeater London Dry Gin, maintaining its signature citric and juniper-forward profile while eliminating alcohol. The new expression is crafted by infusing the essence of Beefeater’s classic recipe into a non-alcoholic base, using exclusively natural flavours to create a balanced and refreshing drinking experience. This development aims to cater to consumers who wish to partake in social occasions without the effects of alcohol.

Market insights indicate a significant shift in consumer behaviour, with approximately 60% of UK adults engaging in 'zebra striping – the practice of alternating between alcoholic and non-alcoholic beverages during social events.

Beefeater 0.0% is positioned to complement this trend, offering a versatile option for cocktail enthusiasts. The brand promotes a range of non-alcoholic cocktails, including the Beefeater 0.0 and Tonic, as well as innovative alternatives like the “N0.0groni,” “Tom C0.0llins,” and “L0.0NDON Mule.”

Ian Peart, commercial director for Pernod Ricard UK, said: “We are proud to be bringing the no-alcohol category elevated options, removing the need to compromise or miss out on the convivial occasion. We see moderation as something that we have always done, and it leans into the existing premiumisation trend as consumers become more aware and choiceful about what and when they drink.”

The launch of Beefeater 0.0% follows a successful introduction in Spain, Beefeater's largest market, where it has been available since January 2024. Notably, 75% of shoppers in Spain engaging with Beefeater 0.0% are new to the brand, coming from categories such as beer and soft drinks. This indicates a potential for growth in the gin category, appealing to consumers seeking versatility and healthier lifestyle choices.

Beefeater 0.0% is set to hit the UK market across the on-trade sector in September 2025, further reinforcing Pernod Ricard’s commitment to innovation within the spirits industry. As the non-alcoholic segment continues to gain traction, brands like Beefeater are poised to redefine social drinking norms and expand their consumer base.