DIAGEO: Tanqueray 0.0 Alcohol Free

The spirits market has changed - and so have its products. Well-being, health awareness and responsible consumption are in focus. Spirits are a means of enjoyment - and non-alcoholic alternatives lend themselves wonderfully to precisely this enjoyment. As one of the world's largest spirits companies, Diageo now offers another non-alcoholic innovation: Tanqueray 0.0% - a logical complement to the Tanqueray brand, the fastest-growing gin brand, which is just as exciting in terms of taste.

Conscious enjoyment without compromise
Consumers have become more discerning - over 50% attach importance to conscious consumption when shopping. Tanqueray 0.0 % offers connoisseurs just that - with a special non-alcoholic drink that is an ideal alternative to the classic spirit. Both in terms of quality and taste. That's because Tanqueray 0.0% was made with the same distinctive botanicals used in Tanqueray London Dry Gin: characteristic juniper, peppery coriander, aromatic angelica and intense licorice. This creates an incredible non-alcoholic treat with full Tanqueray flavor, but 0.0% alcohol.

Interest in non-alcoholic is high
Among the non-alcoholic beverage categories, that of non-alcoholic alternatives is the fastest growing, up 201.8%. This is because the target group is large: in a survey in Germany, 87% said they were "open to non-alcoholic beverages." And not only that - they are also curious and eager to try: 58% of consumers who consume little or no alcohol say they are interested in new brands. Tanqueray 0.0 % comes just at the right time.

Beverage innovation by tradition
The Tanqueray brand was founded in 1830 in Bloomsbury, London, and has always been driven by founder Charles Tanqueray's spirit of discovery and innovation. "Our innovation team has combined years of expertise and historical knowledge of distilling gin to create a credible non-alcoholic alternative that people will recognize as distinctively Tanqueray. As the makers of one of the best-selling gins in the world, we know that Tanqueray 0.0% is an experience that gin lovers:inside won't want to miss, and we're incredibly proud to be able to offer gin drinkers the juniper- and citrus-infused taste they've come to expect from Tanqueray - even if they choose not to drink alcohol," says Anita Robinson, UK marketing director, of the latest innovation in the Tanqueray range. And what's the best way to enjoy the non-alcoholic innovation? In a mix with premium tonic water and garnished with a slice of lime or orange peel, or in summer with fresh raspberries. Bye-bye, compromises. Hello, alcohol-free taste experience!

Zero alcohol, full media presence
Alcohol-free drinks have long been more than a mere alternative - they are more in demand than ever and a sensible addition to the product range. Tanqueray 0.0% will initially generate new sales impulses in digital commerce and will be supported with a wide reach via social media, search engine advertising, and press communication for the launch in May 2022. The new product launch in on- and off-trade will take place in the fall of 2022 - accompanied by appropriate measures and advertising materials. And because after the product launch is before the good intentions, in December and January - the most important months in the non-alcoholic segment - the next round will start with a large-scale media launch: TV, VOD, and OOH advertising will make the new Tanqueray 0.0% the "talk of town" and bring it into all glasses.