Au Vodka

The flavour range in the alcoholic lineup is extensive — Blue Raspberry is the most well-known, a vivid, sweet-tart RTD that found a large following particularly among younger drinkers who engage with the brand online.

In 2024, Au launched its first alcohol-free product: Blue Raspberry 0%, available in 330ml cans. It's a 0.0% ABV version of the format that made the brand's name, leaning into the same sweet, tangy blue raspberry profile. For an alcohol-free drink, it's notably low in calories, and it carries the same visual identity as the alcoholic range: the same colour, the same branding, the same sense that you're drinking something that belongs to the Au universe.

The launch was exclusive to Tesco and the brand's own website initially. Whether the 0% range expands beyond Blue Raspberry depends on how that product performs, and at the time of writing the AF range is still a single SKU in a very large portfolio.

Au Vodka entering the alcohol-free category is interesting less for what the product is and more for what it signals. When one of the UK's biggest RTD brands extends into 0%, it confirms that the alcohol-free market has moved from fringe to mainstream enough to warrant serious commercial attention. The Blue Raspberry 0% isn't aimed at committed AF drinkers; it's aimed at the millions of people who already know and like the Au brand and want an alcohol-free option that carries the same associations.

Whether more products follow is the question.