Positive Disruptors

Diageo’s non-alcoholic innovation

In this edition of our regular Positive Disruptors column, we cast the spotlight on a new product in an emerging category – non-alcoholic drinks – from a global powerhouse.

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In a fascinating Experience Arena Session at the Virtual Travel Retail Expo last week, Diageo revealed its newest no and low innovation, Tanqueray 0.0%. Hosted by Diageo No & Low Alcohol Brand Ambassador Christie Knight and Diageo Global Travel Retail Marketing and Innovation Director Dafydd Pugh Williams, the session highlighted the potential for the no and low category in travel retail and the role trusted brands like Tanqueray can play in driving category growth. Tanqueray 0.0%, launching in global travel retail this month, is part of Diageo’s positive drinking strategy called ‘Spirit of Progress Society 2030’. Tanqueray 0.0% was initially launched in the domestic markets in Spain and England in February 2021. It is now available in airports in Amsterdam, Copenhagen, Frankfurt, Hamburg and Oslo, with a rollout planned for Heathrow, Gatwick, Malaga, Barcelona and Madrid airports from early 2022. The suggested retail price for Tanqueray 0.0% is €13.50 for a 70cl bottle. Commenting on the strategy, Pugh Williams said: “At Diageo we are committed to giving alcohol a positive role in society. We are passionate about the role our brands play in celebrating life everyday everywhere. As a global company, we have a responsibility to lead the way.” He said that the strategy fits with Diageo’s ten-year commitment to create a more inclusive and sustainable world. One of the pillars of Society 2030 is to change the way the world drinks for the better by celebrating moderation and continuing to address alcohol-related harm.

Tanqueray 0.0%, revealed for the first time in travel retail at the Virtual Travel Retail Expo Experience Arena, is Diageo’s newest alcohol-free innovation

“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.

(Left) Diageo No & Low Alcohol Brand Ambassador Christie Knight and (right) Diageo Global Travel Retail Marketing and Innovation Director Dafydd Pugh Williams unveil the new Tanqueray 0.0%

“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.”

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The Moodie Davitt eZine Issue 302 | 22 October 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com

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