The company behind gin brand Beefeater has launched a lower-alcohol version of its classic London dry spirit.
Beefeater Light is made with the same nine botanicals that go into the original London Dry Gin – but with only half the alcohol, at 20% ABV. It has launched alongside a bottle redesign for the brand.
Drinks giant Pernod Ricard released the product alongside a ‘light’ version of its whisky brand Ballantine’s. They represent a bid by Pernod Ricard’s Scotch whisky arm Chivas Brothers and its Gin Hub to claim a corner of the no and low-alcohol drinks market.
Beefeater Light and Ballantine’s Light will launch in Spain in January, one of Europe’s biggest markets for no and low-alcohol drinks (according to research, at least 50 per cent of bars and restaurants in the country have no or lower-alcohol options on their menus).
Jean-Christophe Coutures, chairman and CEO of Chivas Brothers, said: “Our teams have been working hard to create spirit drinks that accommodate mindful drinking without compromising on flavour, and to bring Scotch and gin fans a new way to enjoy the Ballantine’s and Beefeater experience.
“In line with Pernod Ricard’s 2030 Sustainability and Responsibility roadmap, ‘Good Times from a Good Place’, we are continuing to challenge ourselves and push the boundaries in developing innovative expressions that reflect the changing lifestyles of our consumers.”