The tipple, which will be available across the on-trade from September, will retain the brand’s citrus and juniper-forward profile and features natural flavours.
Pernod Ricard brands include:
- Absolut
- Jameson
- Malibu
- Kahlúa
- Lillet
- Havana Club
- Monkey 47
- Malfy
- Brancott Estate
Data cited by Pernod stated six in 10 (60%) of UK adults are turning to zebra striping - the act of alternating between alcohol and non-alcoholic drinks during one occasion - and outlined how Beefeater 0.0% had been designed to complement the occasion and has been inspired by its alcoholic counterpart.
Further research from the Low + No Drinking Different 2025 report from KAM, in partnership with Lucky Saint, found one in three pub visits are alcohol-free and a quarter of UK adults choose to make their final drink an alcohol-free one, in order to stay out longer.
Premiumisation trend
Suggested serves for the new drink include a Beefeater 0.0 and tonic alongside classic cocktails such as The N0.0groni, The Tom C0.0llins and The L0.0ndon Mule.
Pernod Ricard UK commercial director Ian Peart 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 we have always done, for us, moderation leans into the existing premiumisation trend as consumers become more aware and choiceful around what and when they drink.
“Specifically, the trend towards non-alcoholic alternatives is an exciting opportunity that will open up even more consumption occasions.”
Previous launches
Beefeater 0.0% has been available in Spain, the brand’s largest market worldwide, since January 2024.
January last year saw Pernod Ricard expand its flavoured range with the launch of Absolut Hunni.
The 38% ABV golden honey serve was designed to complement lemonade - a mixer selected by 60% of UK vodka drinkers, according to the Mintel Flavour Tracker 2023, while the striped packaging was designed to help ensure the bottle stood out.
Peart previously described Absolut Hunni as Pernod’s “queen bee” for 2024.
Meanwhile, July 2024 last year saw Pernod Richard sell its portfolio of international wine brands to Australian Wine Hodco - the owner of Accolade Wines.
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