Diageo to win over clients on the market with spirits lower on alcohol by 20%

Diageo intends to launch alcoholic beverages with a lower volume of alcohol on the Swiss market, i.e. soft alcohols of less than 20% instead of 40%. La Tribune de Genève informed.

The idea was born after a market study where the softest spirits would be occupying an important place, as alcohol consumption in Switzerland has been on the decline since 2016. As a result, Diageo aims to win over consumers according to their needs.

On the other hand, Diageo also intends to stand out through mixology and aromatic spirits, to break out of the common through luxury and exclusivity, according to Nathalie Drevot, head of the luxury range of Diageo Switzerland.

The group also plans to launch a tropical version of Smirnoff Ice, very popular among young people. Gordon’s gin and Tanqueray also introduced mint and basil flavored versions to the market. In addition, Gordon’s has launched the ultra low-alcohol pre-made Gin and Tonic drink. The new product offers a gin alternative with less than 0.5% ABV with all the depth of flavor and complexity of a classic Gordon’s Gin and Tonic.


Don’t drink and drive. Enjoy responsibly.

Join the community on Reddit

Spirits Hunters is a community dedicated to spirits and the world of mixology. Feel free to talk about the world of mixology and bartending here!