Currently available in Morrisons stores, the alcohol free spirit comes in a 700ml bottle at an RRP of £15.00.
Plans to roll out the alcohol-free pink gin to other retailers are already underway according to Diageo, as the spirits giant sets its sights on a younger demographic.
The latest launch forms part of the brand’s innovation strategy, following on from the recently launched Gordon’s 0.0% and Gordon’s Premium Pink Distilled Gin.
Kantar research for the month to 31 January found that over a quarter of all spend in the alcohol free category came from adults under 45 years old, whereas the demographic accounted for just 18% of total alcohol sales.
Jessica Lace, head of Gordon’s GB at Diageo, said: “We are very excited to be launching Gordon’s Premium Pink 0.0% Alcohol Free Spirit.
“With the alcohol-free trend showing no signs of slowing down, we are delighted to offer a new alcohol-free alternative to Gordon’s Premium Pink Distilled Gin which allows consumers to enjoy the great flavours of Gordon’s but without any of the alcohol.
“We are committed to providing choice for different occasions and we don’t think people should have to miss out on the flavour or the experience when choosing an alcohol-free drink.”