“We will do this by expanding our programmes that tackle underage drinking, drink-driving and binge-drinking. Our brands are meant to be enjoyed responsibly,” Pugh Williams added. “This is why we have committed to reaching 1 billion alcohol consumers from across the globe with dedicated messages of moderation from our brands by 2030. We will also continue to educate people about the risks of alcohol harm through our drink IQ platform. Pugh Williams added, “Through our category strategy, we have identified that making balanced choices is key for consumers and that the no-and-low alcohol category is growing fast but choices are still limited. I am therefore delighted to announce the launch of Tanqueray 0.0% into travel retail from this month.” Balanced choices are a core pillar of Diageo’s category strategy. The no and low category is expected to reach US$1 billion in global travel by 2030, and Tanqueray 0.0% represents an important step for Diageo as it seeks to leverage that growth. Diageo Global Travel Managing Director Eduardo Barp commented: “With alcohol-free and low-alcohol options becoming increasingly popular, social occasions must cater for those who. are looking for alternative drink options when they choose not to drink an alcoholic beverage, but don’t want to feel like they are missing out.

“Our team continues to put consumers at the heart of our business and we’re proud to offer travellers a new choice for different occasions. Tanqueray 0.0% is the next step within our ‘balanced drinks choices’ growth pillar, a commitment we made while announcing our ambitious category strategy last year.” Tanqueray 0.0% invites travellers to explore new alcohol-free alternatives. It offers the same flavours of Tanqueray London Dry Gin, using a distinct blend of botanicals such as juniper, peppery coriander, angelica and liquorice. The botanicals are immersed in water, heated then distilled. In addition, Tanqueray 0.0% only has 6kcal per 50ml serving, providing an excellent low calorie option for consumers. Knight, who oversees Seedlip, Æcorn, Tanqueray 0.0% & Gordon’s 0.0% Gin, underscored the potential for the no and low category. She said: “Everybody has their reason for not wanting to drink. Over the last few years, it’s clear that our drinking behaviours have started to change, to drinking less but better. Delicious drinks are not defined by their alcohol content but by their taste and flavour. “The no and low category is experiencing double digit growth,” Knight added. “We really need the large, trusted brands to enter the category for the conversation around non-alcoholic spirits to become more normalised. Tanqueray 0.0% delivers a credible alcohol-free experience for consumers who don’t want to compromise on taste and quality.”