Gordon's

Alexander Gordon opened his first distillery in Southwark in 1769 and relocated to Goswell Road in 1798. The brand holds a Royal Warrant first granted in 1925. Gordon's carries a wild boar's head on its label, a device drawn from a Gordon clan legend in which a family member saved the King of Scotland from a wild boar. The label detail has remained associated with the brand across more than two and a half centuries of production.

The AF range launched in December 2020. Production involves immersing the same botanicals as the original London Dry Gin individually in water, distilling each one, then blending the results together: a method designed to carry botanical character into the 0.0% format without alcohol as the solvent. Gordon's extended the AF lineup in 2022, and the range now spans classic botanical gin and pink gin styles at 0.0%, alongside pre-mixed ready-to-drink cans.

Distribution is broad across mainstream supermarkets and specialist alcohol-free retailers. Diageo's existing retail relationships gave the AF range rapid access to major shelves in the weeks following the December 2020 launch, a structural advantage that standalone AF spirits brands building from scratch cannot easily replicate. Gordon's entered the AF category carrying more than 250 years of name recognition, which gives the 0.0% bottles a level of shelf familiarity that newer entrants have to earn incrementally. Sober-curious drinkers reaching for a well-established name from the spirits category represent the core audience for the range.