Integrated Annual Report FY24

Beefeater

With the no-alcohol category experiencing dynamic growth, Beefeater introduced its very first zero-alcohol expression of its legendary London Dry Gin in 2023.

Beefeater 0.0% captures the energy of this timeless London classic and maintains the brand’s citrus and juniper-forward profile to create a perfectly balanced and refreshing drinking experience. Crafted for those who choose not to drink but still want to be part of the occasion, the botanical profile of Beefeater 0.0% is achieved by using exclusively natural flavours, retaining the Beefeater gin experience and attitude consumers have come to know and love.

The product launch comes at a moment where the no-alcohol category is growing rapidly, with volumes increasing by +28%⁽¹⁾ - a trend set to continue in the long term (+14% CAGR 23-28⁽¹⁾). Gin is the biggest non-alcohol spirit alternative accounting for 22%⁽¹⁾ of the global share in the no-alcohol category. Within no-alcohol, it is the brands with an established alcohol offering that lead this space, contributing 65% of the net sales⁽¹⁾ surpassing the “new to the world and pure players”, demonstrating the huge opportunity for a brand with the global reach and reputation of Beefeater.

Innovation continues to be a significant driver of growth for Beefeater Gin, which has grown its value market share in premium gin for the third consecutive year⁽¹⁾. Following a successful launch in Spain, Beefeater 0.0% is rolling-out to markets worldwide, where it will bring all the Beefeater gin experience - with zero alcohol - to its global audience, enabling them to make the most of every day.