Gordon's Gin: Low ABV Innovation

Award-winning innovation in the low-alcohol sector

Diageo wanted to branch into the low-alcohol market with a new range of ultra-low alcohol gin and tonic beverages under the Gordon’s brand. The products needed to be naturally flavored while still delivering a classic G&T experience, so they called on MMR for assistance.

Gordon s ultra low


By recruiting consumers with heightened sensory skills, we were able to provide detailed and actionable insight throughout the product development process. We consulted with Gordon’s from initial concept through to product optimization and eventual positioning within the brand offering.


Gordon’s used this insight to align the final product with consumer expectations, informing everything from the flavors and ingredients through to naming and pack design. The brand launched the two best performing flavors, hint of lime and hint of grapefruit, and went on to win Gold at the 2018 Grocer Drink Awards in the low alcohol category.

Gordon’s Ultra Low Alcohol RTDs continue to gain distribution and by 2020 had helped the no/low RTD sector to deliver stunning 112% growth, ahead of all other sectors.



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